On September 1, 2022, the advertising labeling regulation came into effect, and by September 1 of the following year, penalties and administrative liability were introduced for placing advertisements without proper labeling or for labeling errors. A Calltouch survey summarized by socialbites.ca reveals that about a quarter of Russians may not have heard of the law yet, highlighting gaps in consumer and advertiser awareness.
Despite this, many observers feel advertising has changed. Since the regulation took effect, Russians report a rise in the number of ads by about 25 percent and a 14 percent uptick in creative concepts. Some brands appear through bloggers or other sources, contributing 13 percent and 12 percent respectively to the new advertising landscape. A further 10 percent perceive a reduction in overall advertising activity.
More than 14 percent describe the ads as visually striking or even ridiculous, with 13 percent feeling the same about how ads are presented. Yet there is optimism among some respondents: 12 percent believe the labeling rules will push advertisers to be more transparent, as tagging becomes more visible and harder to hide. Still, 10 percent think the labeling changes will not affect advertising at all, and a sizable 42 percent see labeled and unlabeled ads in the same light.
Most participants agree that compulsory labeling will influence the market, though opinions diverge on the magnitude. Some foresee more deliberate advertising, a 30 percent shift in consumer awareness, a 12 percent drop in ad volume, and a 10 percent push for tighter business selection. Another cohort fears noncompliance, with 21 percent predicting rule-breaching, 18 percent anticipating ad masking, and 16 percent expecting higher costs. Only about one in ten feel labeling will leave the market unchanged because it is viewed as an industry internal matter.
As noted by Calltouch’s Marketing Director Victoria Odintsova, the labeling regime marks a key shift from earlier practices. Advertisers previously employed varied tagging methods and sometimes made unintentional mistakes. The current change—introducing administrative liability and fines—broadens penalties to cover both brands that skip labeling entirely and those that err in tagging. The market is still adapting to these rules, and many advertisers are unclear on exactly which materials require labeling. Still, the new reality is prompting businesses to adjust processes accordingly.
Russians do not equate labeling with all advertising material alone. The majority see intrusive offers to buy as advertising (36 percent). For 25 percent, ads feel like unsolicited content shown against their will, and 20 percent associate advertising with brand mentions. Over 10 percent believe advertising always highlights a company’s advantages clearly, while only 6 percent view ticked placements as advertising. The mix shows that consumer perceptions of what constitutes advertising extend beyond formal labeling, shaping how the market responds to the new rules.
There are broader implications for tax and regulatory compliance that affect bloggers and content creators alike, with early warnings indicating potential financial and administrative challenges. The evolving environment underscores the need for clear guidance and consistent application of labeling standards as the market negotiates this transition.