ARIR and bookmakers are preparing a project on self-regulation of advertising

The Association for the Development of Interactive Advertising (ARIR), together with market participants, has begun developing an industry memorandum on voluntary restrictions on advertising by betting companies. On February 11, ARIR announced the creation of a document that should become the basis for self-regulation of the industry.

The project is aimed at creating uniform transparent rules for marketing communications. Within the framework of the working group, experts are discussing a ban on hidden advertising and mechanisms to increase the reliability of messages. One of the key objectives of the memorandum will be to protect users from manipulative schemes in which bets are disguised as prize draws or sponsorship projects. As noted in the ARIR, the document will eliminate "gray areas" by introducing clear criteria that are mandatory for all signatories.

Boris Omelnitsky, President of the Association for the Development of Interactive Advertising, stressed that the industry's willingness to independently form rules indicates the maturity of the market.

"Self-regulation allows us to take into account the specifics of the industry and respond to risks faster than strict external regulation. This approach will help maintain the stability and transparency of the market, reduce the volume of gray advertising and minimize manipulative marketing practices," Omelnitsky said.

The initiative is being implemented against the background of stricter state control in this area. On February 10, the State Duma adopted in the second reading a bill that obliges advertisers to include a warning about the risk of gambling addiction in betting messages. For TV programs, such a warning will have to take at least five seconds and at least 7% of the frame area. If the bill is adopted, the new requirements will enter into force on September 1, 2026.

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