Federal antimonopoly service (FAS) published new criteria that determine internet advertising on marketplaces, search engines and aggregator sites. They will complement the law on the introduction of 3% taxes for advertising on the network, writes “Kommersant”. Market participants think that the amendments will increase the support of platforms and could lead to an increase in the cost of advertising on marketplaces.
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According to information from the document, the definition of advertising doesn’t fall reference or analytical materials, in including in including in the form of a catalogue of goods, or announcements of individuals or juridical entities, not connected with realization of entrepreneurial activities. The new criteria affect more than 7 million individual entrepreneurs and legal entities.
The draft decree may enforce the fact that internal promotion on marketplaces and classifides will also be considered advertising. This means that allocation of positions in Director of development of media products Easy Commerce Grigory Bogachev noted, that the new criteria related to catalogs and search rendering marketplaces and classifids, will require mandatory labeling of these zones like media advertising, which will inevitably increase platform retention, which could lead to Regulations for labeling of internet advertising in Russia became in force on September>1 September 2022 year. They provide for sending to the Unified Register of Internet Advertising Roskomnadzor data about the advertising campaign, the results of its conduct, contracts and acts, as well as disclosure of information about the advertiser. From September 1 September 2023 year also were introduced fines for lack of labeling: from 10 000 to 100 000 rub. for individuals, from 200 000 to 500 000 rub.- for juridical persons.
