In accordance with the initiative, all online advertising distributors will be required to pay 3% of advertising revenue per quarter. The publication’s interlocutor clarified that the updated draft document will specify an algorithm for accounting for such income. The protocol with this decision has already been signed, another source confirmed.
The provision on introducing the fee first appeared in the draft federal budget for 2025–2027. According to the original version of the bill, deductions were to be made by all advertising distributors, advertising system operators and advertising agents. The collection is supposed to be used to support Russian software developers.
The Ministry of Digital Development and the Federal Antimonopoly Service have been instructed to prepare a draft government resolution that will define the criteria classifying certain materials as online advertising. It is recommended to involve market representatives in the development of criteria in order to take into account the characteristics of various business models. A meeting on this issue was held on November 19, the deadline for execution of the order was set for November 24. .
The Association for the Development of Interactive Advertising (ARID) expressed its position to Deputy Prime Minister Dmitry Grigorenko. In the letter, ARIR indicated that control over collection has been transferred to Roskomnadzor, which does not have the authority to collect payments to the budget. In addition, the association proposes to reduce the collection rate from 3% to 1%.
Director of the Legal Department of the European Media Group, Dmitry Grigoriev, believes that advertising criteria should be based on the definition of commercial information subject to registration in the Unified Register of Internet Advertising, with the exception of certain categories, such as private advertisements.
The Association of Bloggers and Agencies warns that the 3% fee could lead to higher advertising costs, which would affect companies’ marketing budgets and the cost of goods and services. Association lawyer Anastasia Krasnikova clarifies that the increase in costs will begin with advertising integrations and will lead to higher prices throughout the chain.
The Russian Association of Electronic Communications (RAEC) supports ARIR’s proposal to reduce the fee rate to 1%. According to RAEC representatives, a high rate can significantly increase advertising costs for all market participants.
ARIR confirmed to Kommersant that the appeal was sent, and Grigorenko’s office confirmed its receipt.
- Sources in the advertising market told Forbes in mid-November that the authorities were preparing a new fee for the distribution of online advertising. The magazine’s interlocutors argued that the fee could range from 2% to 5%, and it would start working in April 2025.
- A few days later, RBC received an updated version of the bill, in which the fee is 3%. Federal television and radio channels “First”, “Russia 1”, “Russia 24” and others will be exempt from paying it.
Cover photo: NDAB Creativity /
Source: rb.ru
