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Despite the fact that the Internet is a fairly open ecosystem, online advertising still limited by country laws and site rules. PPC Specialist eLama Ekaterina Ulyanova tells what documents you need to study before launching advertising on the Internet and what mistakes beginners make most often.
You can’t just take and write in an advertisement that your product is of the highest quality – this is prohibited by the law “On Advertising”. If the company wanted to get closer to the audience and launched an advertisement with prison jargon, it would have to pay a fine: the FAS does not approve of conversations on the basis of concepts with clients (Tinkoff Bank will confirm). Or if you wanted to address 20-year-olds in your ad by mentioning their age, get ready to rewrite the texts: Facebook won’t like it.
So we strongly recommend that you study all the rules – government and advertising platforms – before you start creating materials. And yes, do not forget to check the landing pages, because their valiant moderators do not miss them either.
Here’s what you need:
Now let’s talk about what you should definitely not do in advertising, but many experts forget about it.
Indicate that your company is the best and your competitors are so-so
No, unfortunately (or fortunately your competitors), you can’t write that way. If you are really the best, then this should be confirmed by a third party, for example, awards, research companies or competitions. But you shouldn’t insult or belittle your competitors at all. If the moderators miraculously miss such an advertisement, then the FAS will immediately invite you for an unpleasant conversation.
Provide incomplete or incorrect product information
No matter how much one would like, but one should not be silent about not the most attractive aspects of a product or service. If a salon writes in an advertisement that specialists make “nails” for 900 rubles, then it should take 900 rubles for a master’s work. And if this is a promotion, then the advertiser must indicate this in the ad. And in order not to get a fine for incomplete information, it is worth adding the conditions of the special offer.
If there is a sale in the store, the advertisement says “50% Sale”, but in fact such a discount is only for two products from the entire assortment, then the regulatory authorities will regard this as “bringing incomplete conditions of the promotion.” The penalty is provided.
Forget about the license
A license is needed to promote medical services, financial activities, insurance. Without this paper, they will not be allowed into any advertising system. A complete list of the types of activities for which a license is required can be found in the Law on Licensing of Certain Types of Activities.
And by the way, massage, peeling, hair removal, shugaring are medical services. The order of the Ministry of Health contains a list of all medical services.
Use foreign words without translation
Yes, even the usual sale and Black Friday cannot be written without explanation – there is a fine for this. An exception is if you have an extract from the Unified State Register of Legal Entities that the name of the organization is written in Latin.
Use profanity and obscene images
It is forbidden to use naked parts of the body in advertising, belittle people by gender, age, race and other characteristics. If you decide to use women’s breasts and thus attract the attention of schoolchildren, then get ready to pay a fine.
How to advertise without problems – checklist
We have prepared a small checklist that will protect you from fines and keep your nerves when communicating with moderation:
Check if your topic falls under the prohibited ones.
Check if you need to submit documents for advertising. If necessary, prepare the necessary papers according to the list.
Do not use superlatives in the text, unless confirmed by third parties.
Don’t be fooled or silent about important details.
Don’t use prison jargon or sexually explicit words.
When specifying delivery, include information about the seller.
Don’t use foreign words.
Do not try to advertise a prohibited item as another item.