Russia Adopts Self-Regulatory Codes for Bloggers and In-App Advertising
Two landmark self-regulation documents for Russia’s digital marketing sector were signed at the Chamber of Commerce and Industry of the Russian Federation. The “Guidelines for Conscientious Practices in Blogger Marketing Communications” and “Best Practices for In-App Advertising” mark the industry’s coordinated response to evolving digital challenges.
The signing ceremony was moderated by Elena Reshetova, First Vice President of the Russian Association of Communication Agencies (RACA), who led the working groups that developed both documents. The documents received endorsement from all major trade associations involved in their development:
- RACA
- ARIR (Association for the Development of Interactive Advertising)
- ABA (Association of Bloggers and Agencies)
- NAB (National Bloggers Association)
- AKOS (Association of Consulting Companies in the Sphere of Social Relations)
- RAMU (Russian Marketing Services Association)
The adoption of these Industry Guidelines exemplifies our market’s maturity in self-regulation – particularly crucial in today’s rapidly evolving digital landscape. These documents will enhance transparency and ethical standards across influencer marketing and in-app advertising. We expect such initiatives to strengthen consumer trust while improving collaboration among market participants.
Sergey Piskarev
President of RACA
As any industry matures and professionalizes, it naturally moves toward establishing structured systems. The development and adoption of self-regulatory documents marks our industry’s coming of age – demonstrating professional growth that points the way forward. I extend my gratitude to all contributors to this document and am confident these standards will be fully implemented in practice.
Natalia Osipova
President of RAMU
The Guidelines for Conscientious Practices in Blogger Marketing Communications were developed by a dedicated working group established under the Advertising Entrepreneurship Committee of the Russian Chamber of Commerce and Industry (RCCI). The group included senior executives and legal experts from leading industry associations and specialized committees of major business alliances.
Throughout the drafting process, the working group held ongoing consultations with representatives of the Federal Antimonopoly Service (FAS Russia), the Ministry of Digital Development, and the Federal Service for Supervision of Communications, Information Technology and Mass Media (Roskomnadzor, RKN).
The adoption of industry-wide Blogger Guidelines will significantly streamline collaboration across Russia’s 82-billion-ruble influencer marketing sector. Unified rules of engagement will reduce coordination time and minimize misunderstandings. Our research shows 65% of bloggers and 73% of brands have faced conflicts due to the lack of standardized practices.
Olga Berek
President of NAB
These self-regulatory agreements represent an important market opportunity. All association members share an interest in maintaining productive dialogue with government regulators to establish frameworks that are simple, transparent, and beneficial for all stakeholders.
Pyotr Sheksheev
Co-founder of ABA
AKOS prioritizes establishing clear industry standards and fostering professional market relations. This commitment led us to support RACA’s blogger guidelines initiative. Our Digital Communications Committee contributed substantive recommendations during the document’s finalization phase. RACA has demonstrated remarkable strategic vision by engaging all key industry associations, ensuring these guidelines will gain rapid market acceptance and long-term viability.
Andrey Lapshov
General Director of Insiders
The Guidelines for Conscientious In-App Advertising Practices were developed by experts from the Association for the Development of Interactive Advertising (ARIR), with contributions from the Russian Association of Communication Agencies (RACA). The drafting process included consultations with Russia’s Ministry of Digital Development and Roskomnadzor.
The Guidelines for Conscientious In-App Advertising Practices guidelines aim to mitigate risks for Russian advertisers on foreign platforms while facilitating market entry for international players seeking to operate in Russia through partnerships with compliant domestic companies.
Boris Omelnitsky
President of ARIR
As a social advertising operator, we support market initiatives promoting ethical practices and believe self-regulation is crucial for establishing clear industry standards. These guidelines will help distinguish compliant market players from those operating in gray areas. We anticipate increased collaboration with app developers to expand reach of socially important content. For the in-app segment, we expect the guidelines will make responsible market participants more attractive to users. This should rebalance the market in favor of domestic players over foreign ones, ultimately improving the quantity and quality of Russian software products.
Andrey Voronkov
Deputy Director General of the Internet Development Institute (IRI)
While the state can create favorable conditions for business growth, it shouldn’t substitute business initiative – that’s why coordinated industry expertise is essential. Today’s guidelines exemplify effective self-regulation, which aligns with Russia’s national development goals. Successful modernization of our economy and social sphere requires precisely this kind of effective cooperation between society, business and government.
Elena Dybova
Vice President of the Chamber of Commerce and Industry of the Russian Federation
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