Influencer advertising · 28 June 2026 · 7 min read
Ad labeling for influencer advertising: ERIR, ORD and fines
In Russia, online advertising, including placements with influencers, is subject to mandatory labeling. In short: the ad must be registered through an advertising data operator (ORD), an erid token must be obtained and placed within the creative, and reporting must be submitted to ERIR. Violations carry fines, so it's important for large brands to set up the process in advance.
What ORD and ERIR are
ORD (advertising data operator) is the system through which a creative is registered and an erid token is issued. ERIR (the Unified Register of Internet Advertising) is the register to which placement reporting is submitted: who the advertiser is, the platform, the amount and the period.
The erid token is a unique identifier that is displayed in the ad placement itself, together with the "Advertising" marking and the advertiser's details.
What the process looks like
In simplified terms: before the placement goes live, the creative and contract details are created in the ORD, an erid is issued, it is displayed in the publication, and after the ad runs, reporting is submitted to ERIR. The chain must be transparent — from the advertiser to the final platform.
In practice this is handled by an agency or specialist: it's important not to miss a single step and to correctly identify everyone in the chain.
Who is responsible and what about the fines
Liability for missing or incorrect labeling can fall on various parties in the chain, including the advertiser. Fines for legal entities are substantial, and violations are easily detected through the register.
The exact fine amounts and regulatory nuances change from time to time — before launching it's worth checking against the current requirements. We manage placements with labeling in mind, taking this risk off the brand's shoulders.
Frequently asked questions
Does advertising with micro-influencers need to be labeled?
Yes, the requirement applies to online advertising in general, regardless of the creator's size.
Who obtains the erid token — the brand or the influencer?
It's usually done by the party organizing the placement (the agency or advertiser) through the ORD. The key is that the data chain is correct.
Do you help with labeling?
Yes, we take on the management of placements in line with labeling requirements.