Requirements for advertising materials

All advertising materials are checked by moderators before publication. Some topics cannot be used on Market, so sometimes a seller's materials may be rejected — even if everything is formatted according to the rules.

Advertising materials are images and texts for banners, shelves, and tools from the list of marketing services. More details about each tool can be found in the respective Help articles.

Study all requirements — for your ads to appear on the service, they must comply with legal requirements and Market rules.

What cannot be used

• Goods and services, the production or sale of which are prohibited or restricted by the legislation of the Russian Federation. For example, pornographic materials, forged documents.
• Goods that are prohibited from being sold remotely.
• Narcotic and psychotropic substances, as well as their precursors, fly agaric mushrooms, mushroom microdosing.
• Explosive substances and materials, except for pyrotechnic articles.
• Weapons — pneumatic, hunting, antique, gas, souvenir, etc.
• Materials that have been recognized as extremist.
• Goods with political symbols: with election campaigning, advertising of deputies, politicians, their websites, reception offices, etc., as well as advertising of public opinion polls regarding elections and referendums, forecasts of election results.
• News or publications related to tragic events, including shocking content.
• Goods in short supply due to an emergency or tragic events. It is forbidden to use emergencies to draw attention to other topics.
• Images containing cultural heritage sites — historical and cultural monuments of the peoples of the Russian Federation, as well as sites from the UNESCO World Heritage List, images of official state symbols (flags, coats of arms, etc.).
• Religious symbols and holidays.
• Ritual goods: wreaths, urns, tombstones, etc.
• Online medical consultations with diagnosis, medical services for artificial termination of pregnancy, images of medical workers, doctors, and pharmacists.
• Words and phrases "method of treatment", "method of prevention", "method of diagnosis", "method of rehabilitation", "therapy" (in the meaning of "way of treatment").
• Methods of changing weight: diets and other methods of losing or gaining body weight.
• Detailed descriptions of specific methods of prevention, diagnosis, treatment, and medical rehabilitation. For example: "Brain MRI using a contrast agent", "Abdominal ultrasound", etc.
• Mentions of the medicinal properties of a product and its positive effect during an illness, if the product is not a medicine, medical device, or medical service.
• Prescription drugs, COVID tests.
• Microfinance organizations.
• Cryptocurrencies, electronic currency exchangers, cryptocurrency exchanges, blockchain and smart contracts, mining and ICOs and earning on them, investments in cryptocurrencies, crypto wallet checking.
• Spy equipment and devices for secretly obtaining information, GSM locators and direction finders, code grabbers, advertising of hacking and hacking training. Mentions that the product can be used for eavesdropping, tracking, or cheating on an exam.
• Services and devices for bypassing rules and cheating: for rolling back/twisting speedometers, adjusting car mileage, modified water, electricity, gas meters, rollback devices and magnets for meters.
• Services for automatic promotion, inflating Internet counter values, and selling accounts, except for gaming ones, as well as those related to cheating manipulations.
• Databases with classified information — traffic police databases, credit histories, biometric data, phone numbers.
• Alcoholic beverages, their images, mentions, names, and logos of alcohol brands.
• Goods and equipment for the production of alcoholic beverages.
• Non-alcoholic versions of alcoholic beverages: non-alcoholic beer, wine, champagne, etc.
• Energy drinks.
• Tobacco products, smoking accessories and attachments for them, materials with smoking and tobacco symbols, images.
• Casinos, slot machine halls, gambling, including those with bets or winnings in the form of non-cash property, for example, goods in online games, materials with gambling symbols, for example, T-shirts with slot machines, images of people playing cards.
• Earnings that offer a certain income for a specific period of time, give guarantees, refer to success stories, or claim to contain no risks, financial pyramids.
• Any magical services and goods endowed with magical properties that promise changes in life, health, consciousness, etc.
• Dating services with wordings about sex dating, dating for intimacy, one-night stands, intimate chat, etc.
• Any 18+ category goods. At the same time, it is allowed to promote such goods on shelves, except for the shelf on the main page. If the shelf has an image, the product must be in an abstract, non-physiological shape.
• Copies of original goods, for example, replicas of watches of famous brands.
• Software and services for spoofing phone numbers during outgoing calls and SMS.
• Services, programs, and mobile apps for blocking ads or replacing ads with other content (except when ad blocking is an addition to a set of core product features).
• VPN services and services similar to them in the way they work, as well as ways, methods, means, and other information through which one can access information resources and/or information and telecommunication networks with restricted access on the territory of the Russian Federation.
• Materials that can cause moral and ethical suffering to anyone, any obscene content, explicit photos, including underwear, jargon, insults, goods with such elements, death themes — for example, skulls, bones.
• Physiological materials — images of blood, wounds, dandruff and fungus, close-ups of irritated skin.
• Design elements of other marketplaces, their logos and mentions.
• Yandex and Market brands, their mentions, logos, texts, names of buttons and sections, any similar design and interface elements — everything that makes the advertisement look like part of the service. For example, mentioning a store's rating, phrases like "based on your interests" and "bestseller on Market", images of a product in the marketplace's favorites. Phrases must clearly point to your store, for example, "bestseller in the 'Home Coffee' store".
• Calls to leave a review, rewards, and discounts for a review or rating.
• Comparisons with other goods, brands, and competitors, the word "most", superlative adjectives without proof. You can use phrases like "number 1", "winner in the nomination", "best choice" provided that the information is current for the current year, and you have added a reference to a study or competition to confirm it. The word "exclusive" can only be used if the product is truly not sold anywhere else.
• Addressing customers as singular informal or capitalized formal "You" (in Russian syntax). The text should address all buyers at once — use plural "you".
• Materials encouraging a purchase outside of Market, and any contact information — email, address, website, social networks, and phone numbers, calls to find this information independently. For example, you cannot use the text "Sale in the World of Household Appliances", but "Discounts on goods from the World of Household Appliances store" — is allowed.
• Public service announcements — information aimed at achieving charitable and other socially useful goals, as well as ensuring the interests of the state.
• Images of personal hygiene products (pads, adult diapers, etc.) without packaging.
• In one advertising material, goods from different categories — dietary supplements, food additives, medical devices, sports nutrition, non-medicinal drugs, contact lenses, and baby food.
• Obtaining extracts from the Unified State Register of Real Estate and assistance in obtaining them.
• State symbols (flag, coat of arms, anthem).
• Mentions that the advertised product is approved by state authorities, local self-government bodies, or their officials.
• Paid provision of public services, including the sale of official documents.
• Bankruptcy services, debt write-offs, anti-credit programs and cards, and other ways to be released from financial obligations.
• Services for collecting and purchasing debts, communicating with debtors.
• Educational services and training content on topics that are prohibited by Market's advertising policy, contradict morality, public order, and legislation. For example, courses on quick earning, meditations for a prosperous life, astrology, compiling natal charts, fortune-telling, cryptocurrency trading, training in the use of weapons, etc.

Requirements for texts

• The short text must be meaningful and understandable, without errors or word breaks.

  5%

  5% discount

• Do not place a meaningless set of words or a large amount of information.

  Smartphone on Android 12, but can be updated, and it also has GLONASS, NFC and a buyable opener

  Smartphone on Android 12, GLONASS, NFC

• Use capital letters only if it is the name of the item.

  CASE TOGETHER WITH OPPO

  Case together with OPPO

• Do not use highly specialized terms and abbreviations, except common ones: kg, m, cm, and ₽.

  5 MP

  5 MP camera

• Texts must relate to the item or category and contain only reliable information. The slogan or text must make it exactly clear what the buyer will get.

  Screwdriver, a balance of convenience and magic with which you can go to space. Very cheap!

  Screwdriver, 5 years warranty, 2.0 Ah battery

• Text should not be repeated on different elements: for example, do not duplicate the brand name in the text if there is already a logo on the image, do not repeat the text from the image in the heading.

• Do not use an ellipsis at the end of a sentence or several characters in a row.

• A forward slash can only be used according to punctuation rules. For example, to list item models.

• Use a foreign word only if it is a trademark registered in the Russian Federation, a trade name, a service mark — or if there is a full translation into Russian in the disclaimer. If you write a foreign word in Cyrillic, you still need to provide its translation.

• If the heading or text of the banner specifies purchase conditions related to a certain period or season, the campaign will automatically stop when it ends. For example, for a banner named "Sale from March 1 to 8" or "Gift for March 8", the campaign will stop on March 9, for "All winter tires at a discount until the end of spring" — on June 1, and for a banner "Winter shoes sale" — the campaign will not be stopped regardless of the season.

• If you mention a discount on items or a possible discount in the text in the wording "discounts up to x%", then at least three items must be sold with such a discount.

Technical requirements

For shelves

Images

For	Upload a PNG, JPG, or JPEG image
brand logo	no more than 1 MB from 350 × 350 pixels place the logo so that it takes up at least 75% of the entire image, and if it is rectangular — at least 50% Example
shelf background on Market main page	no more than 2 MB from 828 × 828 pixels
banner on the item card or on the search page	no more than 1 MB from 600 × 600 pixels

• The image must show the item itself or the item in use.
• Both the items in the image and the items added to the campaign must be from the same category.
• The image must not contain text and extraneous elements that do not relate to the appearance of the item or how to use it.
• Most of the image must be taken up by the item itself; there should not be too many small details.
• The background should not contrast with the background color you selected in the campaign settings, and also should not be white or close to it.
• The image must not be a collage.
• If you promote items of two brands, you must use the logos of both. If there are more brands — use the store logo or do not add a logo at all.

What font to use

It is better to use corporate Yandex fonts: YS Display Heavy — for headings and YS Text Regular — for subheadings. Download them from the Yandex Disk page and use them only for preparing banners.

You can also use your own fonts or fonts with a free license — those that can be used for commercial and personal purposes in print and digital form.

Do not complicate the perception of the text with different fonts.

Banner size	Minimum font size
1706 × 184 pixels	Heading — 60 pt Subheading — 36 pt
1080 × 450 pixels	Heading — 80 pt Subheading — 40 pt
940 × 1524 pixels	Heading — 124 pt Subheading — 64 pt

Safety area

The safety area of a banner is the main space where all elements, including images, text, and heading, are located. You need to leave a little space around this area to the edges of the image — so that important information on the banner does not merge with them and is not affected if the banner is cropped during loading.

Requirements

Format	Safety area
Horizontal banner — 1080 × 450	990 × 410 What it looks like
Banner stretch — 1706 × 184	1564 × 184 What it looks like
Vertical banner — 940 × 1524	800 × 1326 What it looks like
Pop-up — 720 × 720	660 × 630 What it looks like

Rules for certain categories

Specify the age category (for example, 0+, 6+, 12+, 16+) for which the items are intended if you are advertising:

• movies;
• computer games;
• mobile apps;
• public events (for example, concerts or plays);
• printed materials (for example, books).

Warnings must be legible and take up at least 5% of the image area.

Do not change the text of the warnings, it must remain exactly as it is.

Market will not accept materials that do not have correct warnings.

Using generated images

If you generate an image using neural networks, for example, YandexART or YandexGPT, be sure to check the result for compliance with Market requirements — neural networks focus only on the user's request.

If the resulting image does not meet the requirements — change it or generate a new one.