According to the new law, all online advertising displayed in Russia must be labelled following specific guidelines. This law affects all parties involved in the ad including advertisers, advertising systems, publishers, agencies and more.

Ad labelling consists of four main actions:

- Submitting information about the end customer before placing an ad

- Acquiring a token (a unique identifier for the ad assigned by the advertising data operator for each creative)

- Adding an “Ad” label to all creatives

- Submitting all remaining information about the ad and related participants as dictated by the new law.

The Russian Federal Service for Supervision of Communications, Information Technology, and Mass Media (Roskomnadzor) has created a new tracking platform - Unified Register of Online Advertising. Advertising data operators will submit information from all these parties to the Unified Register of Online Advertising .

Data submitted to the Unified Register of Online Advertising includes information on advertising creatives, contracts, invoices, and parties involved in the ad.

On Xerxes platform, advertiser / agency when setting up campaign for Russian GEO and want to do ad labelling needs to keep in mind following measures:



To generate erid token, data on the end advertiser needs to be submitted including Customer TIN , Executor TIN  and OKVEDS code before the final submission of the campaign.

This erid token will automatically append in CTA and VTA links as “&erid={token}”

In case, advertiser wishes to run online ads targeting Russia without ad labelling feature , they can do so by turning the toggle off and no erid token will be generated or appended in further links .

In addition to adhering to legal and industry standards, effective ad labelling can also help to improve the performance of your campaign. By providing clear and transparent information to users, you can help to build trust and credibility, which can lead to higher engagement and conversion rates.

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