Russian manufacturers are demanding stricter verification of product cards on marketplaces: until March 2027, any seller can list another brand in the description without supporting documents. The Russian Association of Fashion Industry Participants and the Russian Association of Textile Manufacturers sent a letter to the Prime Minister proposing to shorten the grace period and expand the verification procedure — currently it does not cover brand names, photos, and product descriptions.
What's wrong with current verification rules
A government decree adopted in July 2026 provides for marketplaces to verify data in product cards. However, the verification mechanism is limited to technical product codes — brand name, photos, description, placement category, and search attributes remain outside platform control.
Tatyana Belkevich, President of the Russian Association of Fashion Industry Participants, explains the problem: a seller who provided correct technical codes will pass the marketplace verification and get placement access, even if the rest of the card content misleads the buyer. For brands that have invested years in promotion and reputation, this creates risks of unfair competition.
Gray zone until March 2027: risks for manufacturers
Particular concern is raised by the grace period for trademark rights verification. Until March 1, 2027, a gray zone effectively remains: any seller can claim affiliation with a well-known brand or use its designations without supporting documents.
Shamkhal Ildarov, President of the Russian Association of Textile Manufacturers, proposed shortening the grace period and defining marketplace procedures for addressing discrepancies. For manufacturers who invest in quality and reputation, the current situation creates serious risks: counterfeit products under their brand can reach buyers through legal sales channels.
Domestic enterprises fulfill the full scope of regulatory obligations — product labeling, conformity certification, tax payments. Meanwhile, foreign sellers operate on the same platforms under different conditions.
Unequal conditions for Russian and Chinese sellers
Tatyana Belkevich pointed out unequal competitive conditions between Russian and Chinese sellers. Domestic companies fulfill the full scope of regulatory obligations: conformity certification, technical regulation, product labeling, and tax payments. Foreign sellers — primarily from China — operate under different tax and regulatory conditions.
This imbalance creates obstacles for developing domestic production. Wildberries, Ozon, and Avito signed an updated memorandum on fair practices in June 2026: the platforms agreed to establish uniform commissions for Russian and foreign sellers. The companies also committed to more actively applying artificial intelligence for product card moderation and detecting fake reviews.
What the Ministry of Economic Development proposes
The Ministry of Economic Development proposed allowing sellers to transfer product cards between marketplaces. According to the ministry's idea, a product card will no longer be the exclusive property of the platform and will become a seller's asset. This will allow a seller to retain all work — descriptions, photos, accumulated reviews — when switching to another platform.
The platform economy law takes effect on October 1, 2026, and establishes uniform rules for marketplaces and other major online platforms. The Ministry of Economic Development identified the first participants in the digital platforms registry — the list includes Avito, Ozon, and Wildberries.
How stricter rules affect brand promotion
For brands working with marketplaces through blogger advertising, uncontrolled product cards create reputational risks. A blogger can place an integration with the official brand mentioned, but the buyer following the link may end up on a counterfeit product card. This reduces influencer marketing effectiveness and undermines audience trust.
When planning marketplace campaigns, it's important to check in advance who is using the brand name and how in product cards. Influencer agencies help build protection: card audits before launching a media plan, selection of bloggers with verified partner links, forecast of reach and conversions considering unfair competition risks. The ETC team takes into account the specifics of platforms when developing media buying strategy and helps brands minimize reputational risks on marketplaces.
Frequently asked questions
When will trademark verification start on marketplaces
Marketplace trademark rights verification will begin on March 1, 2027. Until then, sellers can list other brands in product cards without supporting documents, creating risks for trademark holders.
What do marketplaces verify in product cards now
Marketplaces verify only technical product codes. Brand name, photos, description, placement category, and search attributes are not included in the current verification procedure, allowing sellers to use other companies' designations.
What changes to marketplace rules does business propose
Manufacturers are asking to shorten the grace period for trademark verification and expand the verification procedure to cover all product card data: brand name, photos, description, and category. They also propose establishing uniform conditions for Russian and foreign sellers on platforms.
In brief
- Until March 2027, sellers on marketplaces can list other brands in product cards without supporting documents — current verification is limited to technical codes.
- Manufacturers are asking to shorten the grace period and expand verification to cover brand names, photos, descriptions, and placement categories.
- Russian companies face unequal competitive conditions: they fulfill the full scope of regulatory obligations, while foreign sellers operate under different terms.
- Wildberries, Ozon, and Avito signed a memorandum on uniform commissions for Russian and foreign sellers and the use of artificial intelligence for card moderation.
- The Ministry of Economic Development proposed allowing product cards to be transferred between platforms — this would make them a seller's asset rather than platform property.
- For brands using blogger advertising, uncontrolled product cards create reputational risks and reduce influencer marketing effectiveness.
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.
