In Russia, they are preparing amendments to the law “On Advertising”, which will oblige Internet sites to show social advertising on a quota. This was reported by the Kommersant edition with reference to the draft amendments of the State Duma Committee on Information Policy.
Quotas for social advertising have been discussed since the middle of last year. Amendments to the State Duma are expected in the spring of 2021.
According to the source, the requirement will apply only to sites whose daily traffic exceeds 100 thousand users. This primarily applies to companies such as Yandex, Mail.ru Group, Rambler Group and Google.
Such projects will be required to give up to 5% of the advertising time or the area of ​​the Internet site for social advertising. Ads will be selected based on a competition.
If the requirements are not met, ad network owners and advertisers “may be subject to activity restrictions.”
IRI (Internet Development Institute), a non-profit organization, the founders of which include the government of the Russian Federation, can become the single operator of social advertising in the network.
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