Antitrust Service will not regulate contextual advertising

    According to the official website of the Federal Antimonopoly Service of Russia, no actions are planned in the near future aimed at regulating targeted advertising on the Internet - contrary to the words of the head of Roskomnadzor, Alexander Zharov about the need to introduce “contextual censorship”.

    According to the deputy head of the FAS Andrei Kashevarov, the issue of legal regulation of a particular area arises only in the case of mass complaints from users, but he has not recalled any such complaints lately. “At present, in the Russian legislation there are no tools for regulating contextual advertising. And as long as this type of advertising services complies with the principles of the law “On Advertising”, there are no prerequisites for talking about any violations, ”Mr. Kashevarov said. “Moreover, the mechanism of action of contextual advertising, in which the user begins to receive advertising offers based on search results, has little in common with the current law.”

    At the same time, the deputy head of the Federal Antimonopoly Service admitted the possibility of introducing regulation in the future: “Given the obsession of this service, it is likely that certain legal norms will be introduced for targeted advertising in the future. However, this is unlikely to happen in the near future, given the lack of a unified approach to the perception of this service in different countries of the world. ”

    Recall that earlier the head of Roskomnadzor Alexander Zharov raised the issue of introducing the established laws of legal norms in relation to contextual advertising. According to him, retargeting is an “intrusive” service that often disturbs users without their explicit consent. However, according to representatives of one of the companies providing services in the online advertising market, no official proposal from Roskomnadzor regarding the discussion of contextual advertising has been received.

    It is curious that, according to the Association of Communication Agencies of Russia, the Internet is the only category of the advertising market that shows steady growth, and this is due to contextual advertising services. In particular, according to the organization, for incomplete 2015, advertisers spent more than 50 billion rubles on targeted ads.

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