On September 1, 2022, the advertising labeling law came into force, and as of September 1 of this year, administrative liability and fines were introduced for placing ads without labels or making errors in labeling. As the Calltouch survey, the results of which were reviewed by socialbites.ca, showed, a quarter of Russians have not heard anything about such a law.
However, many believe that advertising has changed. Since the law came into force, Russians noted an increase in the number of ads (25%) and creative ideas in advertising (14%), as well as the appearance of brands from bloggers (13%) and other sources (12%). %). Another 10% believe there is less advertising.
More than 14% believe it looks eye-catching and ridiculous (13%). There are also those who evaluate the impact of the law positively: 12% say that advertisers will become more honest because it will now be more difficult to hide ads. One in ten people believe ad labeling doesn’t change anything. At the same time, a significant portion of people (42%) perceive labeled and unlabeled ads the same way.
The majority of participants share the view that mandatory labeling will affect the market, but the extent of the impact is evaluated differently. Some respondents think advertising will become more conscious (30%), its volume will decrease (12%) and businesses will become more selective (10%). Another group thinks that advertisers will not comply with the requirements of the law (21%), ads will be hidden (18%) and their costs will also increase (16%). Only one in ten people think that labeling will not have any impact on the market because this is an internal matter for advertising companies.
“The advertising labeling law came into force last year. At the same time, advertisers labeled advertising messages in different ways and sometimes made unintentional mistakes. The main change now is the introduction of administrative liability and fines. Moreover, both brands that do not label the ad at all and brands that make mistakes can be penalized. So far the market is not fully ready for these changes. For many advertisers, it remains unclear exactly what materials should be tagged. Still, this is a new reality that makes adjustments to business processes,” commented Calltouch Marketing Director Victoria Odintsova.
Russians do not consider only materials with the appropriate marking as advertising. The majority involve intrusive offers to buy something (36%). For 25% of Russians, advertising is something shown to them against their will, for 20% it is a mention of a brand. More than 10% believe that advertising always clearly highlights the advantages of a company, product or service. And for only 6% of respondents, these are ticked placements.
Russian bloggers before warned about upcoming difficulties with taxes.