Advertising on the Internet: what to pay attention to

Online promotion is one of the most effective ways to engage your audience and increase sales. 

Don’t forget that when advertising goods and services on the Internet, you need to comply with legal requirements.

How to understand that advertising on the Internet must comply with Belarusian legislation? 

Advertising on the Internet must comply with Belarusian legislation only if it is distributed on the territory of Belarus.

The advertisement is distributed in Belarus if:

• is placed in domain zones .bel, .by;
• is placed on sites in other domain zones, but is aimed at Belarusian users.

At the same time, according to MART’s (Ministry of Antimonopoly Regulation of Trade) position, advertising is directed to Belarusian users at all times, except when:

• there is a direct contract with the advertiser, which states that the advert will not be distributed on the territory of Belarus;
• the advert is not viewable from Belarus or its content suggests that it is directed at foreign users.

What are the requirements for advertising on the Internet?

Advertising on the Internet is subject to the general requirements stipulated in Article 10 of the Advertising Law (language, information about the advertiser, etc.), as well as special requirements established for certain goods (medicines, dietary supplements, alcoholic beverages, tobacco products, etc.).

Do I have to pay an advertising fee?

An advertising fee is payable if:

1. there’s an advert;
2. is the fact of providing advertising services, i.e. when the advertiser engages third parties (advertisers) for this purpose;
3. distribution of advertising is carried out on the territory of Belarus;
4. distribution of advertising does not fall under the exceptions when the levy is not payable (e.g., for social advertising, advertising placed on official websites of state bodies).

Important! The advertising fee is not payable if:

1. advertising about yourself and your own products / services is distributed on your personal social network account or on your own website;
2. SEO services, hosting services;
3. in other cases.

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