Collect online advertising revenue

Main article: Internet advertising (Russian market)

Chronicle

2025

The fee for the distribution of online advertising for six months brought 7.8 billion rubles to the state budget

A fee of 3% of quarterly income for advertising services on the Internet in the first six months of the relevant law brought the federal budget 7.8 billion rubles. Such data in mid-January 2026 was disclosed by Roskomnadzor.

The deductions in question are provided for by amendments to the law "On Advertising," approved at the end of 2024. From April 1, 2025, advertising distributors and operators of advertising systems are required to transfer to the budget 3% of the revenue for the quarter received for distributing advertising on the Internet aimed at the Russian audience. The calculation of the amount of deductions is based on data that market participants independently transfer to the Unified Register of Internet Advertising (ERIR). At the same time, advertising on sites that belong to broadcasters of television and radio channels and news agencies is exempted from collection.

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Фото: Freepik

The amount of 7.8 billion rubles was received in the second and third quarters of 2025. This is 99.2% of the total volume of mandatory payments accrued to distributors of digital advertising for the specified period.

The representative of the NMi advertising group notes that the new fee has created an additional burden for market participants, and most of the sites have included 3% of the deductions in the cost of placements. On the other hand, the executive director of the digital agency Future Lab (part of the Starlink advertising group) Nadezhda Filyagina claims that the introduction of deductions influenced the level of transparency of the industry and made "multi-level contractor chains fully verifiable and controlled." Sergey Vasiliev, director of customer relations at Digital Twiga, adds that the impact of the collection turned out to be more restrained than many market participants feared. Therefore, the sector quickly adapted to the new norm.^[1]

What is not online advertising on the Internet

FAS Russia previously made recommendations for advertising distributors and advertisers regarding the distinction between advertising information on the Internet and other. The guidance dealt with online advertising labelling introduced in September 2022, but some advice is still relevant for September 2025, as the signs of advertising have not changed:

Publication of the list of web services for state support due to 3% collection from online advertising

In mid-May 2025, it became known that the Ministry of Digital Development of the Russian Federation had prepared a list of web services for state support through a 3% collection from Internet advertising. The list includes the following resources:

• Yandex (domain name indicated as yandex.ru)
• "2GIS"
• Mail.ru
• "Zen"
• VK.com
• Odnoklassniki
• RuStore
• "VK Video"
• Rutube
• "Litres"
• "Honest Sign"
• Public services
• Unified Register of Online Advertising
• Specialized Industry Software Disclosure Platform (russoft.ru)

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Фото: Freepik

One of Forbes' interlocutors pointed out that the preliminary list included companies that themselves are distributors of online advertising. That is, they will first pay the fee, and then receive state support.^[2]

Roskomnadzor will control the 3% tax on online advertising

The Ministry of Digital Development proposed to give Roskomnadzor the authority to control fees for Internet advertising. The changes are provided for by the draft resolution, which was published on the portal of draft regulations in March 2025. ILV will be responsible for calculating mandatory deductions for the distribution of advertising on the Internet and monitoring the timeliness of their payment. To do this, the regulator will apply a unified Internet advertising accounting system. The resolution will come into force on the day of official publication, but not earlier than April 1.^[3]

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