The creation of such an operator could result in the market becoming monopolized.

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According to the authors' idea, a single operator would be responsible for checking advertisements for compliance with the law and setting the cost of placement. It would also have the right to conclude contracts for thirty years without bidding for the placement of its own digital structures on state land and to show advertisements on the screens of state and municipal transport during this period.

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The project caused a stormy reaction in the advertising market and elsewhere. It was harshly criticized by the Ministry of Digital Development, the Department of Media and Advertising of the Moscow Government, the Federal Antimonopoly Service, the All-Russian Public Organization of Small and Medium Business "Opora Rossii", the Union of Outdoor Advertising Operators and others.


What is the essence of the law on advertising labeling?
On September 1, 2022, Federal Law No. 324-FZ of July 2, 2021 "On Amendments to the Law on Advertising" came into force in the Russian Federation. After it comes into force, all contextual, targeted and other advertising on the RuNet will be marked.

Now each advertisement contains a token (identification code) and the mark "Advertisement". The code can be used to trace the publication chain: from the final advertiser to impressions on the site.