Advertising labeling in VKontakte

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According to Federal Law No. 347-FZ on Amendments to the Federal Law "On Advertising", effective in Russia since September 1, 2022, most advertising on the Internet must be specially marked. Advertising marking is required, including on the VKontakte social network, as well as on related platforms, advertising systems, and accounts. In this article, we tell you what advertisers, marketing agencies, targetologists, and other participants in advertising chains need to know in order to avoid fines.

Advertising labeling: what is it?
So, it became mandatory:

mark marketing materials as “Advertisement” and add information about the advertiser (name of the legal entity and TIN);
register each advertising creative and receive a token (erid), which is issued by the advertising data operator (ADO) and serves as a label identifying the advertiser;
transfer data on advertising publications, as well as legal information on contracts and acts between counterparties within the advertising process and reports on the results of advertising impressions to advertising data operator companies (ADOs), which, in turn, transfer data to ERIR — the Unified Register of Internet Advertising.
Advertising labeling: what it looks like on VKontakte
The law on labeling advertising in VK operates in the taiwanese telegram same way as in other digital platforms and advertising accounts, but in the VK interface, labeling attributes are organically integrated into advertising posts and do not distract the user's attention from the information.

In advertising publications, there is an ellipsis in the upper right corner to call up a drop-down menu. It contains the item "About the advertiser" and a separate item for the token, which looks like this: Erid XXXXX (where XXXXX is a unique code). The item "About the advertiser" will call up a window with the rest of the necessary data - the name of the legal entity and TIN.

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Advertising Labeling Responsibilities
Proper markup of publications is the responsibility of all participants in the advertising chain:

advertisers;
intermediaries (digital agencies, freelance targeting specialists, etc.);
advertising distributors (media, publishers);
operators of advertising management systems (for example, VK Advertising account).
The advertiser has the opportunity to delegate labeling responsibilities to its partners in the chain - for this, special agreements must be concluded.