--- metadata: - name: generator content: Diplodoc Platform v5.50.6 alternate: - https://yandex.com.tr/support/direct/en/moderation/ad-rules.md - https://yandex.com.tr/support/direct/ru/moderation/ad-rules.md - https://yandex.com.tr/support/direct/zh/moderation/ad-rules.md --- > **Documentation Index:** Fetch the complete configuration index at https://yandex.com.tr/support/direct/en/llms.txt # Ad layout Your ads need to meet certain requirements in order to pass moderation. {% note info %} Yandex does not allow ads for [certain products and services](https://yandex.com.tr/support/direct/en/moderation/restricted-categories.md), and some [categories](https://yandex.com.tr/support/direct/en/moderation/special-categories.md) are subject to special rules and restrictions. This is due to legal restrictions and Yandex advertising policy. {% endnote %} ## Ad text {#ad-text} The language of the ad must match the language of the target country. Keywords mismatching the target country language must be accompanied by a translation (except trademarks). {% cut "Rules for using language in ads" %} You can create your ads in any language [supported](*любой_доступный_язык_) by Yandex Direct. #| || **Target country** | **Permitted languages** || || Russia | Russian or any other available language with complete translation into Russian || || Kazakhstan | Russian, Kazakh or any other available language with complete translation into Russian or Kazakh || || Belarus | Russian, Belarusian or any other available language with complete translation into Russian or Belarusian || || Turkey | Turkish or any other available language with complete translation into Turkish || || Uzbekistan | Uzbek, Russian, English || || Other countries | Armenian, Azerbaijani, Belarusian, Bulgarian, Chinese, Croatian, Czech, German, Dutch, English, Finnish, French, Greek, Hindi, Hungarian, Indonesian, Italian, Japanese, Kazakh, Korean, Malaysian, Norwegian, Polish, Portuguese, Romanian, Russian, Slovak, Spanish, Swedish, Thai, Turkish, Ukrainian, Uzbek, Vietnamese, Filipino || |# {% endcut %} Yandex Direct prohibits materials containing: - Incomplete information that fails to convey the ad's message. - Sensationalist or misleading wording. - Emotionally charged statements. ##### **Grammar and vocabulary** {#ad-grammar} Texts must be compiled in accordance with the standard spelling and punctuation rules of the language used in the ad. Make sure your ad texts do not contain the following: - Typos, grammar and spelling mistakes - Words written with spaces between each l e t t e r. - Words written entirely in CAPITAL letters, except for common abbreviations (for example, GOST) and brands (for example, YANGO). - Slang words, crude or colloquial expressions. - Repetition of the same words or phrases. Text & Image ads in a unified performance campaign include auto-correction of errors and typos. Non-severe violations (grammar errors, typos, Caps Lock and text embellishments, such as emojis or letter-spacing) are corrected and resubmitted for moderation. {% note alert %} Starting June 30, Text & Image ads in unified performance campaigns will become edit-only. For campaigns that previously relied on Text & Image ads, you can now create combinatorial ads. For more information, see [Upgrading Text & Image ads to combinatorial ads](https://yandex.com.tr/support/direct/en/unified-performance-campaign/upgrade-to-comb.md). {% endnote %} ##### **Ad content** Your ad content must meet the following requirements: - The text of your ad must clearly state what your product or service is. ![](../_assets/rules-text-earnings.png =538x){.border-yes} - If you are promoting a news source, your ad text must clearly indicate that the link leads to a news media site or article. Use phrases like _see more_, _details at_, and _article_ to convey this. The ad text should relate to the title and contents of the news story, indicate the article or news source, and link to the page where the full version of the article is published. ![](../_assets/rules-text-news.png =538x){.border-yes} - Comparatives or superlatives can only be used in your ad text or callouts if you have a statement from an independent expert that your product or service is superior to others. The statement must be published on the landing page or mentioned in the ad. If no such statements are available, do not use words in the superlative form. ![](../_assets/rules-text-school.png =538x){.border-yes} Your ad texts cannot contain: - False information (knowingly misleading statements and promises). - Aggressive provocations or calls to commit violence. - Contact information (such as phone numbers or email addresses) except postal addresses. ## Site {#corresponding} ##### **Landing page** The page to which the click on the ad leads must meet the following requirements: - It must be relevant to the ad text. - It does not advertise [prohibited items or services](https://yandex.com.tr/support/direct/en/moderation/restricted-categories.md) - It is accessible and displays properly in all web browsers. - It must not contain "Website under development" or "Domain is parked" message. - It must not contain malicious content that fraudulently collects information about the user (phishing). - It must not contain pop-ups or pop-unders (except contact forms like for requesting online consultations). - Ad units must not cover more than half of the first screen. - Information about discounts, products, or services mentioned in the ad must be clearly visible on the landing page. - If the ad leads to a website in a language other than that of the ad, you must make this clear to the user in the ad text. - If the ad leads to a messenger, we recommend specifying the company name and description in the messenger. - You can't use an IP address instead of the domain name. - You can't use websites with domain names that mimic Yandex (for example, contain the word “yandex”). ##### **Contacts on site** {#kontakty} Make sure to specify the contact details of the organization (or individual entrepreneur) on the advertised site. This requirement is mandatory when promoting certain categories, for example: - Car dealerships. - Equipment repair services. - Disinfection, pest control, and extermination services. - Legal services. - Microfinance organizations. - Consumer credit unions. - Pawn shops. - Loans, including intermediary services. - Sales of any tickets (for example, tickets for public transport or entertainment events). - Promo code websites. Check that the contact details on your site are up-to-date: - Legal name: - For legal entities: name and business structure. - For individual entrepreneurs and the self-employed: . - Actual address. - Phone number. - OGRN (main state registration number for legal entities) or OGRNIP (main state registration number for individual entrepreneurs), INN (taxpayer identification number). ## Keywords {#keywords} Keywords must be directly related to the ad content. Avoid general keywords that do not precisely describe your product or service, e.g.: _buy_, _apartment_, _discount_. Replace them with keywords that relate directly to the subject of your ad: _buy discount carseat_, _buy apartment in the center of Moscow_, and so on. Ads for products or services that are adult-only or could disturb users can only be served for very specific search queries which make it clear that the user is OK with this type of content. For example, when advertising erotic lingerie, the use of more general keywords, such as _underwear_, is not allowed. ## Display link {#display-link} A [display link](https://yandex.com.tr/support/direct/en/efficiency/display-link.md) must meet the following requirements: - It must be relevant to the ad text. - Does not contain symbols other than « - », « № », « / », « % », « # »; - Meets the same requirements as the [ad text](#ad-text). ## Sitelinks {#quick-links} [Sitelinks](https://yandex.com.tr/support/direct/en/efficiency/quick-links.md) must meet the following requirements: - The domain of a sitelink must match the domain of the main link from your ad. **Exception:** Links to social networks or Yandex Market. - Make sure that the sitelink texts and descriptions: - do not contain typos, grammar errors, and the words are not capitalized nor contain spaces between letters - Reflect the contents of the landing page. - Are not duplicated. - Do not contain contact information except postal addresses. ## Promo {#promotion} The domain of the link in the [promo](https://yandex.com.tr/support/direct/en/efficiency/promotion.md) must match the domain of the main link in the ad. **Exception:** Links to social networks or Yandex Market. ## Images and icons for mobile apps {#pics} **Text** on the [image](https://yandex.com.tr/support/direct/en/efficiency/images.md) must meet the same requirements as the [ad text](#ad-text), except for the contact information. The phone number, address, and other contact details are allowed in the image. If you use logos, watermarks, and text on the image, we recommend that they don't take up more than 20% of the entire image. Material found on the product packaging, in app screenshots, or in the ad images are the exceptions to this rule. **Images** must meet the following requirements: - They must match the ad text and the content of the landing page. ![](../_assets/rules-image-swiss.png =538x) - They must be high-quality and clear, with no compression artifacts. The image background must not be transparent. ![](../_assets/rules-image-car.png =538x) - Interface elements must lead to the site or launch the app. For example, an element might be a button that says "More", "Order", or "Purchase". Do not add interface elements that can mislead the user or do not do what they are supposed to, such as buttons that look like they play videos or close windows. ![](../_assets/rules-image-element.png =538x) We do not recommend using images with contrasting borders. **Do not** use these elements in images: - Competitor products or logos, for example, to compare product quality. - Design elements of Yandex pages, for example, an image of the search bar or the process of entering a search query or buttons that mimic the Yandex interface. - Goods and services that are prohibited or restricted for advertising by law (weapons, alcohol, narcotic and psychotropic substances, tobacco products, smoking accessories, gambling, and similar). **Exception:** you may use images of products similar in construction to weapons. For example, drawings weapons when promoting a video game. Such images must not include violent scenes, including aiming at the user. ![](../_assets/rules-image-weapon.png =538x) - Pictures that convey an ambiguous message, are shocking, or provoke a negative response. - Realistic images of illnesses, medical procedures and operations, or military action. - Pictures with naked intimate body parts. Ads with acceptable images of sexual nature will be classified as [adult content](https://yandex.com.tr/support/direct/en/moderation/categories/unfamily.md). - QR codes, due to potential security threads and data substitution options. - Images for promoting funeral services are not allowed. ## Image ads, HTML5 banners, and search banners {#image-ads} The banner must meet the following requirements: - For text: - Must contrast against the background and be easily readable (please avoid overly bright colors). - Must meet the same requirements as the [ad text](#ad-text), except for the contact information. Phone numbers, addresses, and other contact details are allowed. ![](../_assets/rules-image-contrast.png =538x) - The banner image must meet the requirements for [images](#pics). - The banner must include all information required by law and [Yandex policies](https://yandex.com/legal/adv_rules_ch/), including [disclaimers and age ratings](https://yandex.com.tr/support/direct/en/moderation/age-alerts.md). They must not be located in the upper part of the banner. The information must be clearly visible and easy to read. In GIFs or HTML5, do not use rapid animations, flickering graphic elements, a flashing background, and images with a hypnotic effect. Frames should not change more than once every 2 seconds, and the time between switching frames should be sufficient to read all of the text shown in one frame. On the freeze frame, the banner must display the main advertising message. ## Video {#video} Video clips must meet the following requirements: - Videos must meet the same requirements as [images](#pics). Do not use rapid animations, flickering graphic elements, a flashing background, images with a hypnotic effect, and QR codes. - For audio: - The voice-over must be grammatically correct, high-quality, easy to understand, free of background noise and harsh or excessively loud sounds. - Must match the title, ad text, and content of the landing page. - Must be synced with the video. - If the video uses text: - It must be clearly displayed and placed on a contrasting background so that it doesn't blend in with other design elements. - Must meet the same requirements as the [ad text](#ad-text), except for the contact information. Phone numbers, addresses, and other contact details are allowed. - The banner must include all information required by law and [Yandex policies](https://yandex.com/legal/adv_rules_ch/), including [disclaimers and age ratings](https://yandex.com.tr/support/direct/en/moderation/age-alerts.md). **Exception:** if you use [videos](https://yandex.com.tr/support/direct/en/efficiency/video.md) in text ads, notices are added automatically. Notices placed on top of other design elements must be shown in a bar to ensure high-contrast rendering. {% note alert %} For the list of rules and requirements, see the following documents: - [General Terms and Conditions. Advertising Requirements](https://yandex.com/legal/general_adv_rules_ch/) - [Regulations for placing ads on Yandex](https://yandex.com/legal/adv_rules_ch/) - [Advertising requirements in Yandex Direct](https://yandex.com/legal/direct_adv_rules_ch/) - [Ad Serving Rules](http://yandex.com/legal/direct_display_rules_ch/) {% endnote %} ## Have questions? {#questions} {% note alert %} Our customer support can only assist you with campaigns linked to the username you are contacting us from. You can check your username by opening [ya.ru](http://ya.ru/) in another browser tab. Our team can access your data only when processing your request. {% endnote %} Scan the QR code or tap it to follow the link.
If you select WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history. [Chat](https://yandex.ru/chat#/user/840c4ce4-ed25-4c66-a7c7-ba8c001e02d9?utm_source=pay){.button}
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