Requirements for advertising remote selling of products and services
- What is remote selling of goods and services?
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Remote selling is a form of retail where the seller and consumer aren't physically present in the same location as compared to traditional selling. This means there is no face-to-face interaction between the seller and buyer, and the buyer makes a purchase based on images and text descriptions of the products.
Ads for remote product selling include ads that may contain words like online store, delivery, online order, and others.
- What are legal regulations for remote selling?
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There are two basic documents:
- Russian Federal Law “On Protection of Consumer Rights” No. 2300-I dated February 7, 1992. The law specifies the main rules for interaction between the product seller and buyer when the remote sale method is used. Article 26.1 “Remote sale of goods” governs these relations.
- “Rules regarding remote sales of goods” approved by Decree of the Russian Federation Government No. 612 as of September 27, 2007. This document is more general. It defines the remote sale method and covers the basic duties of sellers and the rights of buyers.
- What do I need to specify when advertising a product that is sold remotely in Yandex Direct?
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According to Article 8 of Russian Federal Law No. 38-FZ “On advertising” dated March 13, 2006, when advertising a product sold remotely, such as online, the following info about the product seller shall be specified:
- For companies: The name and registered address of the legal entity and its OGRN.
- For individual entrepreneurs: The full name and the Primary State Registration Number of the Individual Entrepreneur (OGRNIP).
- What information should I specify if I'm advertising a foreign company's online store?
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If you're advertising a foreign online store, please specify:
- Legal name of the company (in English or Russian).
- Legal address (in English or Russian).
- Company registration number, or taxpayer's identification number (VAT), or another number identifying the seller.
If you're advertising a foreign representative office of an online store, you can simply specify the VAT identification number.
- Where should I specify the required information?
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To automatically add seller info to remote product selling ads or online store ads, create a Yandex Business profile and link it to your ad campaign. In Yandex Business, go to the About company page and specify the required information in the Data tab. Go to the Details section:
- For a legal entity, specify their legal name, legal address, INN (TIN), and OGRN.
- For an individual entrepreneur, specify their full name, OGRN, and INN (TIN).
- For a self-employed individual, specify their full name (in the Company name field) and INN (TIN).
Be sure to specify the same information in banners of display campaigns on your own.
If you have no profile in Yandex Business, you can also specify the required information on a vCard.
- How do I know that my campaign is missing some data for remote sales advertising?
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The respective warning appears on the campaign page of your Yandex Direct account, saying that you have to provide the required information. The notification will also be displayed when you start editing your ads.
Advertisers that receive this notification should click Specify data. You'll be redirected to your Yandex Business account where you should fill out seller info as follows:
- Legal entities: The name of the legal entity and details about its form of incorporation, OGRN, and legal address.
- Individual entrepreneurs: The full name and the Primary State Registration Number of the Individual Entrepreneur (OGRNIP).
- Self-employed individuals: Full name and INN (TIN).
The system registers the data within a few hours of its entry and the ad will be marked with the respective notice.
- What do remote product selling ads look like in Yandex Direct?
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Ads for remote product selling are displayed with an appropriate notice that contains seller info.
You can now see that the notice (disclaimer) has been added in the tab with ads. If you click on its text, a pop-up appears with details of why a disclaimer is added to the ad.
You can challenge its adding. For example, if the subject of your ad has been identified incorrectly. In this case, please contact the support service. We'll help add a disclaimer to the appropriate ads.
Attention. New information will only appear for text ads with an automatically generated notice. You should add respective disclaimers manually to image ads, display ads, and video ads. - If I've already filled out the advertiser information, can you use it in the disclaimer for remote sales advertising?
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The advertiser info specified in your advertising account in Yandex Direct can't be used for the following reasons:
- The advertiser info may differ from the seller info (advertisers decide on their own whether the advertiser and seller represent the same legal entity).
- Currently, Yandex Direct doesn't have the technical means to retrieve the advertiser's information from their account and automatically add it to the text of a disclaimer for remote sales advertising.
