Telegram Ads aimed at a Russian audience must be labeled: the advertiser’s legal entity and tax ID go into the ad account, each creative is registered with an advertising data operator (ORD) and receives an erid token, and statistics are reported to the state register ERIR. Since 2026 there is also legal uncertainty: Russia’s Federal Antimonopoly Service (FAS) considers advertising in Telegram covered by a ban but won’t apply penalties until the end of 2026.
Who must label ads
The labeling requirement is set by Article 18.1 of Russia’s Advertising Law. It covers all online ads aimed at a Russian audience: Telegram Ads, paid posts in channels and influencer integrations. Every participant in the chain can be liable: the advertiser, the agency and the distributor. Agree in advance who registers creatives and submits reports.
How to label a Telegram ad
- Contract. Sign a contract with a reseller or agency and specify who sends data to the ORD.
- Creative registration. The ad text and media are registered with an ORD, by you or by the reseller. The erid token is usually issued within minutes.
- Account details. The advertiser’s legal entity and tax ID (INN) go into the advertiser name field. After saving, all ads in the account go back to moderation.
- erid token. Added to the ad’s additional information field; it can’t be changed later. If the ad leads to a website, erid is also added to the link as the
?erid=parameter. - Reporting. Statistics for each creative are reported to ERIR for each month, within 30 days after it ends.
Some resellers handle registration and reports automatically. For example, according to its blog, eLama labels Telegram Ads for free. Ask about this when choosing an intermediary — see how to choose a reseller.
How much labeling costs
If a reseller handles labeling, it is often included in its service. If you work with an ORD directly, rates as of January 2026 according to eLama are:
| ORD | Cost |
|---|---|
| Ozon ORD | from 6,000 RUB per month |
| Perviy ORD | 1% of ad volume, minimum 5,000 RUB |
| ORD-A | from 7,320 RUB per month incl. VAT |
Rates change — check the operators’ websites.
Fines for labeling violations
According to eLama, violating labeling rules can lead to fines of up to 100,000 RUB for individuals, up to 200,000 RUB for officials and up to 500,000 RUB for companies. Several participants in the chain can be fined at once.
The ban on advertising in Telegram and the transition period
Since 1 September 2025, Part 10.7 of Article 5 of the Advertising Law has banned ads on resources of undesirable and extremist organizations and on resources whose access is restricted under Russian law. The rule originally targeted Instagram and Facebook.
The 2026 timeline according to eLama:
- 10 February — Roskomnadzor began slowing down Telegram traffic.
- 5–10 March — the FAS stated that ads in Telegram may violate the law.
- 25 March — the FAS announced a transition period during which no penalties apply.
- 6 April — the FAS clarified that the transition period lasts until the end of 2026 inclusive.
Fines under Article 14.3 of the Code of Administrative Offences for ads on restricted resources reach 3 million RUB for companies. The position from 2027 has not been officially announced. Labeling remains mandatory in any case.
The 3% levy on online advertising
Since 1 April 2025, distributors of online ads and ad systems in Russia pay 3% of their ad revenue from Russian audiences each quarter. Advertisers don’t pay it directly, but some distributors and intermediaries include it in their prices.
What advertisers should do in 2026
- Label every ad aimed at Russia and make sure reports reach ERIR.
- Specify in the reseller contract who is responsible for labeling.
- Don’t build a strategy that fully depends on Telegram ads in Russia after 2026: follow the FAS position.
- For campaigns in other countries, check those countries’ laws.
- Discuss the risks with a lawyer before launching.
Read also: Telegram Ads vs Channel Ad Buys: Which to Choose · Telegram Ads Pixel: How to Track Website Conversions
FAQ
Do Telegram Ads need to be labeled?
Yes, if they are shown to a Russian audience. The creative is registered with an ORD, receives an erid token, and statistics are reported to ERIR.
Where do you put the erid in Telegram Ads?
In the ad’s additional information field and, for ads linking to a website, in the link as the ?erid= parameter. The erid can’t be changed after saving.
Is advertising in Telegram banned in Russia?
Since March 2026 the FAS has considered ads in Telegram covered by the ban on ads on restricted resources. No penalties apply until the end of 2026 inclusive. The position for 2027 hasn’t been announced.
Who is responsible for labeling when working through a reseller?
Any participant in the chain can be liable, so the contract should state explicitly who registers creatives and submits reports.
Do advertisers pay the 3% levy?
Not directly: ad distributors and ad systems pay it. But they may include it in the price of their services.
