The Russian Association of Bloggers and Agencies (ABA) is preparing a law that requires content authors to allocate 5% of their advertising volume to social ads. Some of these ads may be ads for the war in Ukraine.
ABA co-founder Maxim Perlin to Kommersant as he says, the association proposes to allocate 5% of the annual volume of advertising on the blogger platform to social projects. Such a proposal was submitted at the meeting of the working group for the improvement of legislation in the blogosphere, which is headed by the deputy chairman of the State Duma of the Russian Federation, Petr Tolstoy.
Currently, such a quota applies to state media. “The amount of useful content supporting socially significant and charitable projects on influencer-owned platforms will increase,” ABA officials said. According to the members of the association, the initiative can be submitted to the State Duma after the bloggers receive a special code in the All-Russian classification of economic activity.
Anna Planina, director of digital technologies at NMi Group, says that social advertising for bloggers is more effective because it is provided in a person-to-person format, which is “best suited for broadcasting eternal values and spiritual dimensions. “
All-Russian Center for Public Opinion Research (VsIOM) according to their informationthe two main plots in Russian social advertising are a “special military operation” in Ukraine and social policies implemented by the state.
According to surveys, 68 percent of Russians believe that such advertising is necessary. 22 percent of respondents expressed their opposition. The need for such advertising was supported by 71% of women, 83% of young people aged 18 to 34, 76% of people with higher and partial higher education and 75% of Russians who actively use the Internet.
According to surveys, the higher the level of financial status, the higher the level of support for social advertising. 70% of Russians with good purchasing power supported social ads.
In October 2023, a group of Russian deputies submitted a proposal to amend the federal law “on advertising” with the aim of increasing the share of social ads to 20% of the annual volume. The document states that the effectiveness of social advertising is directly related to its number.
