Ad labelling and ERID

← All documents

What is ERID?

ERID is an identifier used to track internet advertising under Russian law. Whether a specific publication requires it depends on content and context.

Potential obligations

1. Identify the advertiser, parties and nature of the proposed publication.
2. Prepare appropriate contractual and reporting details for an authorized advertising data operator (ORD).
3. Before publication, ensure the applicable identifier and disclosure requirements are met, including the “Advertising” label and advertiser information.
4. After publication, complete applicable reporting and evaluate any mandatory advertising contributions.

Borderline cases

Paid promotion of a personal channel may qualify as advertising even without a business activity or direct link. Pinned placement may also affect the assessment.

Legislation

Reference: Russian Federal Law No. 38-FZ, Article 18.1 and Article 18.2. Current law and the contractual model must be reviewed before starting paid placements.

This is general information, not individualized legal advice or an exemption decision.