ORD: how to work with EIR

Since 2023, the Russian advertising market has been living under new rules.
Now every advertisement on the Internet must be registered in the unified register of Internet advertising (ERIR), which is controlled by Roskomnadzor.

The purpose of the changes is to increase market transparency and track all participants in the advertising chain: from the advertiser to the site.
The link between business and the state register has become advertising data operators (ADD) - specialized services that automate the collection and transmission of information.

For companies, this is not just a new formality, but a part of digital compliance, without which advertising risks being declared illegal.

What are ORDs and how do they work

ORD (advertising data operator) is an authorized organization through which businesses transfer information about their advertising campaigns to Roskomnadzor.

ORD performs several functions at once:

• Assigns each ad a token (ERID) – a unique advertising identifier;
• transfers advertising data to the unified register of ERIR;
• stores and systematizes the statistics of impressions;
• ensures that all participants in the advertising chain comply with the requirements of the law.

These tokens become digital “passports” of advertising: without them, the publication is considered a violation.

List of active operators of advertising data

As of 2025, 7 advertising data operators accredited by Roskomnadzor have been officially approved in Russia:

1. Development Laboratory (Sber)
2. Yandex Advertising Data Operator (Yandex)
3. "VK Advertising Technologies" (Vkontakte)
4. OZON ORD (Ozon)
5. Media Scout (MTS)
6. First ORD (VimpelCom)
7. “ORD-A” (Amberdata)

Each operator works according to the same rules, but with different interface, API and terms of interaction.

How to Choose the Right ORD

The choice of operator depends on where and how you advertise.

If you are advertising on your own platforms in large ecosystems:

• Yandex, VK and Ozon have already built ORD functions into their advertising offices.
  You do not need to connect anything additionally – just give consent to the processing of data, and the system itself assigns ERID.

If you are advertising on other sites:

• For example, bloggers, Telegram, partner sites or media,
  Choose an external operator, for example:

Media Scout (MTS),

First ORD (VimpelCom),

Or Amberdata.

Usually their functionality is the same: registration of campaigns, downloading documents, generation of tokens and reporting.
The difference is in the convenience of the personal account and the level of technical support.

Step-by-step scheme of work with ORD

Work with the operator of advertising data consists of two main stages - before the launch of advertising and after its placement.

Before the launch of the advertising campaign

1. Registration in the ARD system

Create a personal account and choose the type of participant: company, IP or individual.
Specify TIN, OGRN (or OGRN), legal address, bank details.

2. Conclusion of a contract with the advertiser

Even if you advertise with a blogger or barter, the contract is binding.
It shall contain:

parties to the transaction (advertiser and executor),

contract number and date,

the amount or form of payment (including barter),

Type and period of advertising.

3. Without a contract, it is impossible to correctly transfer data to ERIR.
   
4. Download advertising materials (creatives)

These can be images, texts, videos or banners.
Be sure to indicate: target link, mark "Advertising" in visible form, data on the placement. 

5. Token Assignment (ERID)

Once downloaded, the system generates a unique code.
This token should be added to the advertising link.

After that, the advertising is considered to be labeled, and the DOD transmits the data to the EIR.

After launching the advertisement

Within 30 days after the end of the month in which the advertisement was broadcast, it is necessary to:

• transfer to the ORD a report on impressions (dates, number, campaign format);
• upload the act of rendered services (if advertising was placed under the contract).

If the advertisement lasted more than a month, the report is submitted for each month separately.

Example:

• advertising was from December 5 to January 5;
• Reports are filed:

for screenings from December 5-31 to January 30;

for screenings from January 1-5 to March 2.

What happens if you don’t advertise?

For violation of labeling rules, administrative sanctions apply:

• fine up to 500 000 rubles for legal entities,
• in case of repeated violations - blocking advertising and limiting the operation of accounts.

In addition, unlabeled advertising is not counted in official statistics, which can cause claims from partners and regulators.

Important: All participants in the advertising chain are responsible.
advertiser, agency and venue. If one of the links did not transmit data, the error spreads to all.

Practical advice for business

1. Use built-in solutions

If you are advertising through VK, Yandex or Ozon, just activate automatic data transfer. This will eliminate errors and duplicate reports.

2. Check the correctness of the tokens

You can check ERID through the official service of Roskomnadzor - it must be active and linked to your ad.

3. Prepare contracts in advance

Collect contract templates for bloggers, contractors and agencies. This will save time for mass campaigns.

4. Keep all reports and creativity

It is recommended to keep documents and materials for a minimum of 5 years so that the legality of advertising can be confirmed.

5. Use the ORD API

For large companies, it is more convenient to integrate their CRM or advertising platform directly through the operator’s API – this automates the reporting process.

Frequent Advertiser Mistakes

1. Lack of ERID in a link or post
2. Inconsistency of these contracts and creativity
3. Downloading Ads After Posting, Not Before
4. Incorrect reporting timelines
5. Working with bloggers without a written contract

Each of these errors can lead to the fact that the advertising will be considered unaccounted for.

How the ERIR system is developing in 2025

By 2025, Roskomnadzor will complete the integration of ERID with the largest advertising systems and media platforms.
Solutions are being developed for:

• automatic reading of ERID from video content;
• control of advertising in Telegram channels and on marketplaces;
• integration with banking operations (to track payments under contracts).

This makes the Russian advertising market one of the most regulated and transparent in the world, similar to the digital compliance systems in the EU.