Rules for Placing Advertisements

Revision date: 07.04.2025

Advertising Rules

1. Any advertisement placed in VK Advertising shall comply with the applicable laws, specifically the advertising law, and VK Advertising Policy.

1.1. Any advertising of an online store (distance selling) on the advertiser's website, or any advertisement (in the "About Us" box or in the banner/video, and for the Carousel format, on the first or all slides) should visibly display details of the seller of the products:

• name, location with postal code and state registration number of the record evidencing the corporate entity establishment;
•  full name, principal state registration number of the record evidencing registration of the individual as an individual entrepreneur;
• full name, Taxpayer Identification Number (INN) for self-employed.

1.2. Any advertisement announcing a promotion (contest, prize draw, lottery, etc.) should display:

• time of such promotion;
• source of information about the promoter, rules of the promotion, number of prizes or winnings based on the results of such promotion, and the time, place and procedure for receiving the prizes;
• contests or prize draws in VKontakte should comply with the Contest Rules.

1.3. It is permitted to promote personal webpages in VKontakte provided that the name or photo of the user profile does not contain any hint on advertising, the personal webpage is maintained using the real name, and the content placed on the webpage is not contrary to these Advertising Rules and applicable laws of the Russian Federation.

2. An advertisement should comply with the technical requirements and design rules described in clauses 2.1-2.2.8.

2.1. The text of an advertisement (including an image or video) should meet the following requirements:

2.1.1. A text should be written in good Russian language with no errors, misprints or abbreviations (other than generally used abbreviations), specifically:

• it is important to make advertisement texts with account of restrictions on the number of characters – the text should not end mid-word;
• the text of an advertisement should not be a continuation of the title;
• it is prohibited to use amplifiers which do not carry a semantic load, such as: “Shock”, “Sensation”, “Hit”, etc.;
• it is prohibited to use intentional repetitions of words or phrases in an advertisement text;
• it is permitted to use a foreign word/phrase in an advertisement text if it is a common abbreviation (such as USB, HDMI) or a trademark. If a trademark (service mark) is not well-known, a scanned copy of the trademark registration certificate should be submitted to the Support Team before placing an advertisement;
• it is permitted to use in advertising, along with a Russian text, a text in a foreign language, provided that the content and design of such text is equivalent to the Russian text;
• it is permitted to use a text in a foreign language for an advertisement with respective geotargeting;
• it is allowed to use up to 5 emoji based on the Unicode encoding standard (home.unicode.org/) from the proposed list in the text of the advertisement. Their use, including in the interface of the Company's System, is carried out in accordance with Unicode policies (https://www.unicode.org/copyright.html) and Unicode License V3 (https://www.unicode.org/license.txt);
• it is prohibited to use emoji in ad titles, including carousel titles, in community names, as well as in the field for legal information;
• if there is a link leads to a website in a language other than the language of an advertisement, the advertisement should inform about it.

2.1.2. A text should follow the rules of punctuation and use of special characters. Words should be separated with spaces, punctuation marks should be followed by a space. It is not permitted to use multiple repetitions of punctuation marks, underscores, brackets, text emoticons (e.g. “:)”, “((") or special characters or spacing (words with spaces between l e t t e r s).

2.1.3. A text should follow comply with the capitalization rules. Capital letters should be used at the beginning of each new sentence and with proper nouns. Fully capitalized words are permitted for common abbreviations or registered trademarks. A scanned copy of the trademark registration certificate should be submitted to the Support Team.

2.2. An image used in an advertisement should meet the following requirements:

2.2.1. An image should be of high quality, without aggressive colors or color combinations, and should cover the total space dedicated for it. When using a text in an image, it is important not to use obsessive, annoying inscriptions on a bright background; inscriptions should be legible and clear, the text should not cover more than 20% of the total space of the image.

2.2.2. It is not permitted to use explicit images or images with a sexual subtext (including naked or defiantly dressed people, extremely explicit illustrations of clothes or underwear on a human body, provocative poses, intimate photos / photos of intimate products).

2.2.3. It is not permitted to use images of alcohol (including beer) or tobacco products or the process of consuming such products. This rule also applies to video advertisements; exceptions include movie trailers, provided that there is appropriate targeting.

2.2.4. It is not permitted to use frightening or aesthetically inappropriate images (including diseases, injuries, disasters, weapons, etc.), an image should not point to negative details.

2.2.5. It is not permitted to use images of banknotes, coins or ingots.

2.2.6. For cosmetic or other medical procedures, an image should not offer a comparison of "before" and "after". Video demonstrations of services is also prohibited.

2.2.7. An image should be comfortable to see, it should not include joined-up pictures. The use of joined-up images is permitted for the advertising of classifieds and marketplaces.

2.2.8. Images of people (including public people, such as popular musicians, writers, athletes, presenters, etc.) may only be used in an advertisement subject to submitting a consent of such people. The documents and a link to the advertisement may be sent to the Support Team. When using photos of people recognized as foreign agents, an advertisement should contain appropriate disclaimer.

2.3. The text and image in an advertisement should be consistent with the content of the webpage linked to the advertisement. An advertised webpage/website should meet the following requirements:

• viewing accessibility: an advertised webpage/website should open correctly in the browser and should not contain script or program errors.
• it is not permitted to advertise webpages/websites which are under development or contain an error message which prevents the user from exiting the advertised webpage/website (for example, a blocked “back” button in the user's browser);
• it is prohibited to use pop-up windows (including windows starting a download) displayed when going to or leaving the advertised webpage/website;
• websites which are doorways (pages created to redirect visitors to another website) are not permitted to be advertised;
• websites containing HTML frames displaying the content of other resources are not permitted to be advertised;
• website clones (with a content completely or substantially copying the content of a website from another domain) are not permitted to be advertised;
• websites whose key purpose is to display advertisements are not permitted to be advertised;
• for mobile advertising, it is prohibited to advertise mobile applications hosted on third-party resources, other than Google Play, App Store, RuStore, Windows Phone Store;
• it is prohibited to advertise resources from which malicious software is installed on the visitor's computer, or websites that do not pass browser security checks;
• a link should not take to a closed community/group/channel;
• a link should not take to an empty community/group/channel;
• if, at the time of placement or during the advertising campaign, a webpage of website or any other resource where the advertising link take does not respond or does not open correctly, such placement may be suspended until the error is eliminated.

2.4. The use of jargonisms, slang words, abusive or offensive words, or mentioning traumatic events (e.g. murder, death, terrorist act, funeral, etc.) is prohibited. This rule also applies to video advertisements; exceptions include movie trailers, provided that there is appropriate targeting.

2.5. It is prohibited to simulate brand / site logo, interface elements which may mislead users as to the ability to perform certain actions (e.g. clicking a button, checking, arrows, imitation of call-to-action buttons).

2.6. An advertisement should not contain names, logos, brand elements or any other direct or indirect references to competitor companies of the advertised business.

2.7. Advertisements which may mislead consumers as to consumer properties, quality or quantity of products, or contains misleading information, are not permitted.

2.7.1. An advertisement should not contain unsupported guarantees, promises, incl. promises of quick money, healing, etc.

2.7.2. Clickbait, use of incorrect wording, calling the user to action (such as “Caution”, “I'm waiting”, “Press”) are prohibited.

2.7.3. First-person narratives are prohibited.

2.8. Inappropriate comparison with products or services provided by other companies is not permitted.

2.8.1 The superlative form of adjectives and/or information describing the benefits of the advertised product compared with the generally available products is only permitted in an advertisement if evidenced by respective third party studies (opinions, etc.) . A document made by a reputable third-party organization evidencing the stated properties of the product or service should be submitted to the Support Team. Information on the data source (study, voting results, etc.) should be published on the advertised website and provided in the advertising creative.

2.9. An advertisement should not contain direct references to the name, age or any other personal characteristics of users or information on sexual orientation, financial status, or any other personal data (e.g. “Are you 25?”, “Anna, it’s for you only!”).

2.10. An advertisement should not contain a link automatically redirecting users from one website to another. It is prohibited to use js or meta redirects, or third-party link shorteners.

2.11. An advertisement should not contain swear words, obscene or offensive images, comparisons or expressions, including in respect of gender, race, nationality, profession, social status, age, language, origin, attitude to religion, or other basis for on-going discrimination, or official government symbols or religious symbols.

3. It is prohibited to advertise products and/or services prohibited for production and/or sale by the laws of the Russian Federation or conflicting with VK Advertising Policy, including:

• websites which collect personal data and/or contact information (including telephone numbers, e-mail addresses) without explaining the purpose and/or obtaining a consent to personal data processing.
• activities prohibited by VK, including page hacking, promotion of communities and applications and artificial increasing of "Like" counters using any programs, automated scripts, functionality of your own account or on behalf of other users; spamming;
• products and services for adults: pornographic materials, intimate goods, escort services, sexual dating services, intimate trainings and seduction trainings (including pickup);
• narcotic drugs or psychotropic substances and their uses;
• alcohol or alcohol-based products, including products used for alcohol production.
• tobacco products and smoking accessories, including hookahs, electronic cigarettes, evaporators, vapes and accessories, cigarette paper;
• strict prescription drugs, prescription contraceptives or requiring special skills (spirals, etc.);
• medical services for the induced termination of pregnancy;
• anabolic steroids, other drugs, specialized food products that affect muscle growth, the effect of which is similar to that of steroids;
• military products and weapons (hand-held combat weapons, cold weapons, service weapons, non-military weapons, including self-defense weapons, sports weapons with a muzzle energy of more than 3 J, hunting and signaling weapons);
• casinos, betting terminals or other games based on risk and bet, except poker as an intellectual commercial game;
• explosive substances and materials, other than pyrotechnic products;
• financial pyramids, mutual aid funds, quick money services;
• human organs and/or tissues as items for trade;
• fakes (copies, replicas) of products;
• predictions, witchcraft, esotericism, tarot readings, psychic practices, NLP or other similar services;
• service sales via SMS, paid subscriptions;
• services in preparation for and writing of final qualification works, scientific reports on the key outcomes of scientific qualification works (dissertations) or other works contemplated by the government scientific certification system or required for students to pass an intermediate or final certification;
• distance selling of goods prohibited for sale by distance selling;
• materials, persons, organizations and Internet resources (including Internet sites, social networks, video hosting) that have been recognized as extremist and whose activities are prohibited on the territory of the Russian Federation;
• organizations that are on the list of companies with signs of illegal activity on the financial market; 
• dating advertisements with wording about sex dating, dating for intimacy, dating for one night, intimate chat, etc.;
• software and services for spoofing phone numbers for outgoing calls and SMS;
• sale, resale, draws of game products, game coins, keys; advertising of third-party game servers or improvements of game accounts, third-party software giving unfair advantages in games (cheat codes). And any creation or assistance in their creation.

3.1. Websites, communities or applications encouraging to commit an unlawful action or an action encouraging violence or cruelty, containing propaganda of hostility, or trolling, harassment, discriminatory or contemptuous statements against a person or group of people on the basis of gender, race, nationality, profession, social status, age, language, origin, attitude to religion or other basis for on-going discrimination, are prohibited.

3.2. Websites, communities or applications encouraging physical or mental harm to yourself or others, are prohibited.

3.3. An advertisement or an advertised website should not contain information discrediting the honor, dignity or business reputation of individuals or organizations.

3.4. Websites which advertise products/services listed in section 3 are prohibited.

3.5. Advertisements containing political and/or agitational appeals, comparison of political ideas or movements, symbols of political ideas and movements, description of political activities (for example, advertising of websites of deputies, political figures, officials, rallies, demonstrations, marches, pickets, etc.). An exception may be election campaigning in the Russian Federation, subject to compliance with all requirements.

4. Advertisements of some products (services, works), in addition to other requirements of the applicable law, have limitations or may require certain documents. The distinctions of such advertisements are set out in the “List of documents for advertisement launch" (https://ads.vk.com/help/articles/required_documents), which included in these Rules by reference.

4.1. Advertisements of medicines or medical products, advertising of dating services, stimulating events, including lotteries, require targeting 18+.

4.2 Advertisements of medicines, medical equipment, medical products (except for some methods of contraception) and medical services, including treatment methods, and advertisements of dietary supplements and baby food, require respective disclaimer. To have an advertisement approved, documents and a link to the advertisement shall be sent to the Support Team.

4.3. Advertisements of intellectual property is only permitted if there are relevant documents evidencing the rights to use the intellectual property. To have an advertisement approved, documents and a link to the advertisement shall be sent to the Support Team.

4.4. VK Administration may request relevant documents for any product or service [1].. To have an advertisement approved, documents and a link to the advertisement shall be sent to the Support Team.

4.5. Dating services may be advertised subject to compliance with the requirements for the advertisement and advertised items. However, VK Administration reserves the right to refuse placement of a dating services advertisement if the advertisement is contrary to the aesthetic views and beliefs of the company.

4.6. Advertisements of information products (including mass media, movies, books, TV channels and radio stations, websites), if the applicable law so requires, should indicate the intended age category of persons (in accordance with the laws of the Russian Federation: “0+”, “6+”, “12+”, “16+”, “18+”). The advertiser guarantees the qualification of information products and indication of the age category in accordance with the outcomes of such qualification. The advertiser is responsible for correctly defining the age category of the advertised information products.

4.7. It is prohibited to buy/sell products/services (including digital products and services, such as NFT) with cryptocurrency. Cryptocurrency my not be indicated as payment currency in Russia.

An advertisement should not guarantee quick money, or promise successful transactions or higher income, or claim that cryptocurrency transactions are safe and are not prone to risk.

An advertisement should not contain any signs of financial pyramids, i.e. activities seeking to borrow other persons’ money or property, where income is paid out of the money raised from other persons.

4.8 Advertising of services related to the provision, use, repayment of consumer credit (loan) and mortgage must be accompanied by warnings that comply with the legislation of the Russian Federation.

5. VK Administration reserves the right to refuse to place any advertisement without an explanation.

6. All advertisement will undergo a repeated check. VK Administration reserves the right to deny any advertisement after post-moderation.

7. An advertiser's account may be blocked for the following reasons:

• repeated gross breach of these Advertising Rules;
• substitution of the content of a page linked to the advertisement with a content contrary to these Rules (including by setting up redirects or otherwise) after moderation. In such case, VK Administration reserves the right to irrevocably block the advertiser's account and to charge a fine of up to RUB 100,000 (one hundred thousand) depending on the severity of such breach, by direct debit of money from the advertiser’s account.

8. VK Administration may amend and/or modify these Rules at its sole discretion and without any special notice. These Rules shall be open and publicly available. The current version of these Rules is available online at https://ads.vk.com/en/help/articles/moderation.

[1] – including but not limited to: licenses; certificates of conformity and registration certificates; documents evidencing the qualification of specialists; certificate of registration of a corporate entity/individual entrepreneur, charter of an entity, extract from the Unified State Register of Legal Entities; documents evidencing the rights to intellectual property; documents evidencing lawful use of images of people; documents authorizing to organize and conduct lotteries.