1. Criteria for Distinguishing Advertising from Information on the Internet
Since July 25, 2025, criteria have come into force that allow distinguishing advertising from informational materials. Information is considered advertising if it:
- attracts attention to a product/service, generates or maintains interest in it, and promotes it on the market;
- is not reference, informational, or analytical material;
- is not an announcement unrelated to business activities.
These criteria apply to placements on marketplaces, aggregator websites, search engines, and social networks with daily traffic of more than 500,000 users from Russia. This allows for more precise determination of mandatory deductions from online advertising revenues.
2. Ban on Advertising on Certain Resources from September 1, 2025
Starting September 1, 2025, it will be prohibited to place advertising on the following resources:
- websites of foreign and international organizations deemed undesirable in Russia;
- websites of organizations recognized as extremist or terrorist (including Instagram and Facebook, as Meta has been recognized as an extremist organization);
- resources restricted under Russian law (e.g., LinkedIn, X (Twitter), Viber).
Fines for violating the ban:
- for individuals: 2,000 – 5,000 RUB;
- for sole proprietors and officials: 4,000 – 20,000 RUB;
- for legal entities: 100,000 – 500,000 RUB.
Liability applies both to advertisers and advertising distributors (including agencies and bloggers).
3. New Requirements for Advertising Bankruptcy Services
A federal law has been signed establishing requirements for advertising services related to bankruptcy procedures. Such advertising:
- must not mention the possibility of release from monetary obligations or payment obligations;
- must include the warning: “Bankruptcy entails negative consequences, including restrictions on obtaining credit and repeat bankruptcy within five years. Please contact your creditor and the MFC in advance.”
A ban has also been introduced on advertising tools providing access to information resources restricted in Russia.
4. Internet Advertising Tax
Since April 1, 2025, an internet advertising tax has been introduced. Participants in the advertising chain must pay 3% of revenue received from online advertising distribution on a quarterly basis.
Who pays:
- owners of websites, blogs, online media;
- operators of advertising systems (e.g., Yandex.Direct, VK Advertising);
- intermediaries (marketing agencies, freelancers);
- Russian companies placing ads on foreign platforms.
Who is exempt:
- state-owned media;
- print publications with an annual circulation of at least 300,000 copies;
- marketplaces (separate rules apply to them).
Control over payment is assigned to Roskomnadzor, which uses data from the Unified Register of Internet Advertising (ERIR). Penalties are provided for non-payment (amounts are to be specified).
5. Blogger Liability
From September 1, 2025, liability for bloggers with an audience of more than 10,000 subscribers who are not registered in Roskomnadzor’s register will be tightened. They are prohibited from placing advertising, receiving donations, and violations are punishable by fines:
- for individuals: 2,000 – 5,000 RUB;
- for sole proprietors and officials: 4,000 – 20,000 RUB;
- for legal entities: 100,000 – 500,000 RUB.
Advertisers may also be fined for placing ads with bloggers not listed in the register.
It is clear that lawmakers are moving toward stricter control over the online advertising sector, as well as more detailed legislative regulation of advertising services.
We are ready to conduct an analysis of your advertising expenses together with our partners who specialize in these services.
