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. For more details about each tool, see the corresponding Help articles.

What cannot be used

• Goods and services whose production or sale is prohibited or restricted by the legislation of the Russian Federation. For example, pornographic materials, forgery of documents.

• Goods that are prohibited from being sold remotely.

• Narcotic and psychotropic substances, as well as their precursors, fly agarics, mushroom microdosing.

• Explosives and materials, except for pyrotechnic products.

• Weapons — pneumatic, hunting, antique, gas, souvenir, etc.

• Materials that have been recognized as extremist.

• Goods with political symbols: with election campaigning, advertising of deputies, political figures, their websites, reception rooms, 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 that are in short supply against the backdrop of an emergency or tragic events. Emergencies cannot be used to draw attention to other topics.

• Images containing objects of cultural heritage — monuments of history and culture of the peoples of the Russian Federation, as well as objects 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 a diagnosis, medical services for artificial termination of pregnancy, images of medical workers, doctors, and pharmacists.

• Prescription drugs, COVID tests.

• Microfinance organizations.

• Cryptocurrencies, electronic currency exchangers, cryptocurrency exchanges, blockchain and smart contracts, mining and ICOs and earnings on them, investments in cryptocurrencies, checking crypto wallets.

• 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, cheating on an exam.

• Services and devices for bypassing rules and cheating: for twisting/winding a speedometer, adjusting car mileage, modified water, electricity, gas meters, twisters and magnets for a meter.

• Services for automatic promotion, increasing the values of internet counters and selling accounts, except for gaming ones, as well as those related to manipulations to increase values.

• Databases with closed information — traffic police databases, credit histories, biometric data, phone numbers.

• Alcoholic beverages, their images, mentions, names, and logos of alcohol brands.

• Energy drinks.

• Tobacco products, smoking accessories and accessories for them, materials with smoking and tobacco symbols, images.

• Casinos, slot machine halls, gambling, including with bets or winnings in the form of non-monetary 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 that they do not contain any risks, financial pyramids.

• Any magical services and goods endowed with magical properties that promise changes in life, health, consciousness, etc.

• Dating services with wording about sex dating, dating for intimacy, one-night stands, intimate chat, etc.

• Any goods of the 18+ category. At the same time, such goods can be promoted on shelves, except for the shelf on the main page. If the shelf has an image, the product must be of an abstract, non-physiological shape.

• Copies of original goods, for example, replicas of watches of famous brands.

• Software and services for spoofing a phone number during outgoing calls and SMS.

• Services, programs, and mobile applications for blocking ads or replacing ads with other content (except when ad blocking is an addition to the product's core feature set).

• VPN services and services similar to them in the way they work, as well as ways, methods, means, and other information through which you can gain access to 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 — anything that makes the ad look like part of the service. For example, mentioning the store's rating, phrases like "based on your interests" and "bestseller on Market", images of a product in the marketplace's favorites. Phrases must unambiguously 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 products, brands, and competitors, the word "most", adjectives in the superlative degree without evidence. 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 "exclusively" can only be used if the product is really not sold anywhere else.

• Addressing as "thou" or "You" (capitalized). The text should address all buyers at once — use "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 on your own. For example, you cannot use the text "Sale in the World of Home Appliances", but "Discounts on goods from the World of Home Appliances store" — you can.

• Social advertising — information aimed at achieving charitable and other socially useful goals, as well as ensuring the interests of the state.

Text requirements

• A short text should be meaningful and understandable, without errors and hyphenation.

  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 there is also GLONASS, NFC and a purchasable bottle opener

  Smartphone on Android 12, GLONASS, NFC

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

  CASE TOGETHER WITH OPPO

  Case together with OPPO

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

  5 MP

  5 MP camera

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

  Screwdriver, 5-year warranty, 2.0 Ah battery

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

• The 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 title.

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

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

• Use a foreign word only if it is a trademark, trade name, service mark registered in the Russian Federation — 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 title 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 the "Winter shoes sale" banner — the campaign will not be stopped regardless of the season.

• If you mention a discount on goods in the text or a possible discount in the wording "discounts up to x%", then at least three goods 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 the Market main page	no more than 2 MB from 828 × 828 pixels
banner on the product card or on the search page	no more than 1 MB from 600 × 600 pixels

• The image must show the product itself or the product in use.
• Both the products in the image and the products added to the campaign must be from the same category.
• The image should not contain text and extraneous elements that do not relate to the appearance of the product or how to use it.
• The product itself should take up most of the image, there should not be too many small details.
• The background should not be contrasting with the background color you selected in the campaign settings, nor should it be white or close to it.
• The image must not be a collage.
• If you are promoting products 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.

For banners and pop-ups

Links

The link on the banner can lead to any Market page that features the product or product category you are advertising. They must be in stock at the store — specifically the one you are promoting.

Images

Image format:

For a banner	For a pop-up
No more than 2 MB. A banner in the feed on the Market main page must be uploaded in two formats: from 940 x 1524 pixels and from 1080 x 450 pixels. On the first banner format, do not place important information at the bottom — 232 pixels from the bottom edge may be hidden if the browser window is not wide.	No more than 2 MB. Resolution from 720 x 720 px.

• The image must contain a photo of the product — clearly visible, without a background. It should be immediately clear from the image exactly what product you are offering. Just a colored background with text or a collage of photos will not work.
• The background of the banner should not be white (so as not to blend in with the light Market interface).
• With visible product boundaries. If there are animals or people in the image — they must be fully visible.
• Correct colors without overexposure at the edges, shadows, or excessive glare.
• There should be no unreadable elements on the logo. If your logo contains text, it must be legible even at a small size.
• Without watermarks, for example, of programs or neural networks.

What font to use

It is better to use Yandex corporate 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 are located, including images, text, and heading. Around this zone, you need to leave some space to the edges of the image — so that important information on the banner does not blend in with them and is not affected if the banner is cropped when loading.

Requirements

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

Rules for some categories

Category	Features
Promotions, sweepstakes, and lotteries	By law, advertising materials require legible information about the timing, the organizer of the competition, the number of prizes, the place and procedure for receiving them, and a link to the rules. Advertising campaigns with banners are best suited for this.
Dietary supplements	Add the warning "Dietary supplement. NOT A MEDICINE". It must take up at least 10% of the image.
Baby food	Add the warning "From X months. Specialist consultation required", where X is the child's age, and indicate in arbitrary wording that breastfeeding is preferable.
Medical devices, lenses, and solutions for them	Add the warning "There are contraindications. It is necessary to consult a specialist" or "There are contraindications. It is necessary to read the instructions". It must take up at least 5% of the image.
Discounted goods	If at least half of the goods in the campaign or the product on the banner are discounted, you must indicate in the title or on the image that the goods are discounted or add a "Discount" icon.
Digital goods	Add a warning with the legal data of the organization. For individual entrepreneurs — the name of the organization and OGRNIP, for legal entities — the organizational and legal form (OPF), the name of the organization, the legal address as it is indicated in the EGRUL.

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

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

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

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 are guided only by the user's request.

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