Russian Regulator Calls for Clear Labeling of Instagram Ads
Roskomnadzor, the Russian communications watchdog, maintains that advertisements created by Russian bloggers on Instagram should bear clear labels in line with Russian law. This stance persists even though the social network is blocked within the country. A report on this position is published by Vedomosti, citing Alexander Zaveryachev, who leads the organizational development and information technology department at Roskomnadzor.
In a reply addressed to Tatyana Ivanova, President of the Association of Bloggers and Agencies, Zaveryachev emphasized that advertising on Instagram must be tagged properly. Ivanova had first inquired about whether ads on Instagram require labeling and whether a report on such labeling should be submitted to the Unified Register of Internet Advertising.
According to Zaveryachev, the drive behind advertisers offering financial incentives to bloggers helps keep influencers active on Instagram. He also noted that the lack of labeling on ads in this network creates a competitive edge for foreign or nonRussian platforms, complicating the landscape for domestic online services.
The labeling of Internet advertising became mandatory with the entry into force of the Internet Advertising Labeling Law on September 1, 2022. The law requires that every advertising material include an appropriate label, complete information about the advertiser, and an individual identifier to facilitate data recording and monitoring.
Historically, there has been growing interest among Russians in opportunities to invest through mobile platforms. This trend has shaped how audiences interact with online advertising and how regulators approach disclosures in the digital space.
Roskomnadzor’s interpretations and the legal requirements for labeling influence how bloggers, agencies, and advertisers plan campaigns and report the funding behind influencer content. The alignment with the labeling rule is seen as a step toward greater transparency for online advertising, even as users navigate the evolving rules across different social networks and markets. Industry observers note that proper tagging helps audiences understand the nature of the promotion, the parties involved, and the potential for financial incentives behind the posts. The labeling framework also aims to support regulatory oversight and data tracking practices that ensure compliance and accountability in the rapidly changing digital advertising ecosystem. In practice, this means advertisers must attach clear labels to promotional content, identify the sponsor, and provide traceable identifiers that facilitate recordkeeping and enforcement. The ongoing discussions between regulators, industry groups, and platform representatives underscore the importance of transparent disclosures for consumer trust and market integrity in Russia and beyond.