If in 2025 violations of ad labeling were mainly detected through complaints and spot checks, in 2026 the process has been industrialized. ERIR — Roskomnadzor's Unified Internet Advertising Register — now cross-references campaign data in real time using neural networks. For bloggers and advertisers, this means: labeling errors are found faster, and there's less time to correct them.
What ad labeling is and why it matters
Internet ad labeling is a mandatory disclosure on advertising materials: the word "Advertisement" (Реклама), advertiser details (or a link to their website), and a unique digital identifier — the ERID token. Placement data is transmitted through ORDs — advertising data operators — to ERIR. Without this chain, online advertising is considered placed in violation of the law, even if the creative itself raises no questions.
What changed in 2026
The key innovation is timing. The deadline for preparing and submitting reporting data to ERIR has been cut in half: if a campaign ended, say, on the 31st, all data must reach the register by the 15th of the following month. Being late even by one day is now formally a violation.
The second change is the expansion of formats subject to mandatory labeling. Previously, this mainly covered social media posts, website banners, and influencer videos. In 2026, the scope now includes advertising publications in messengers — channels and chatbots — as well as podcasts and live streams.
Who gets fined — and why brands should care
An important nuance of 2026: liability is bilateral. If a blogger makes a labeling error or fails to connect an ORD, sanctions can be applied to the advertiser — the company that paid for the placement. From January to May 2025, Roskomnadzor issued 230 enforcement rulings totaling 13.08 million rubles — and that was before the 2026 tightening of rules.
Both parties get fined: if a blogger makes a labeling error, sanctions can also be imposed on the company that paid for the placement.
How agencies take this headache off brands' hands
That's precisely why labeling and documentation are included by default in media buying services at specialized agencies: the agency registers the creative with an ORD, obtains the ERID token, monitors reporting deadlines, and formalizes liability in contracts with both the blogger and advertiser. For the brand, this looks like one checkbox in the campaign checklist — but it's the very item that eliminates the risk of a fine, which in 2026 is calculated automatically, not by complaint.
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