Advertising Guidelines

Ads served by Yandex.Direct should, first and foremost, conform to Yandex Advertising Requirements.

Your ad should feature:

• headline (limited to 33 characters including spaces and punctuation);
• copy (limited to 75 characters including spaces and punctuation);
• destination URL and/or contact information.

The ad's headline and copy in Russian should be grammatically correct and free of spelling errors. If the advertised website is in any language other than Russian, the ad should explicitly inform about this.

The key words, to which the ad will be displayed, or catalogue categories, where the ad will be placed, should match the ad's content.

Destination URL in the ad should match its content and should function properly. You cannot use IP-address for domain name.

The contact information should be valid and correct, and the telephone information should not differ from the information in the ad.

If applicable, the headline, the copy, or the destination URL cannot not contain:

• spaces between letters in w o r d s;
• uppercase words, with the exception of abbreviations, which consist of the first capital letters of several words (USSR, CIS etc);
• telephone number, e-mail, mailing address or instant messaging number;
• HTML code

Yandex.Direct cannot serve ads, which mislead customers about quality, quantity or consumer properties of the advertised product, contain false information or competitive claims (which is specifically prohibited by the law "On Advertising").

In particular, the headline and the copy of an ad served by Yandex.Direct cannot contain superlatives or words, like "the most", "the best", "the only", "absolute", unless this can be documented.

Yandex.Direct cannot serve ads, which were created for the sole purpose of monetizing the website using advertising programs. A website can qualify as such, if more than half of its 1st screen (in 1024х768 resolution) is devoted to advertisements. Also see How does a quality website differ from a faulty website?

Trying to place a large number of identical ads (ads with identical texts, URLs, keywords), even if through different advertising campaigns, is considered as spam. These ads will be rejected at any stage of advertising campaign.

Please, note:

Yandex LLC reserves the right to reject any advertisement at any stage of advertising campaign without stating the reason.