Charitable organizations

You can advertise activities of charitable organizations in Yandex.Direct, including fundraising.

Ads of this category are placed in the special social ad product and aren't placed in the smart banner format.

Your ads must meet certain requirements. For example, your ads must not contain the following:
  • Threats, intimidation, vivid naturalistic or provocative images that evoke strong negative emotions (for example, asking for pity, aggressive demands for money, unfair exploitation of the feelings of civic duty, conscience, and patriotism, which produce a negative impression of individuals who are less demonstrative or active in expressing such feelings).
  • Calls for assistance to a specific individual, fundraising for a specific individual, calls for help in the search for a specific individual, gratitude to a specific individual or company.
  • Numbers of accounts belonging to a specific individual for whom the funds are raised, or links to pages with such data.
  • Expression of negative attitude towards individuals not engaged in charitable activities.
Make sure that the charity's site contains:
  • A description of the business of the advertised company or the purpose of the charity event.
  • Details of the company (TIN or INN/KPP, OGRN, legal address, bank name, account number, correspondent account), company's contact information (actual address, email, phone number), and information about the company's executives and founders (full names).
  • A report on the intended use of funds collected (for the last 3 years or entire period of the organization's activities).

Your ads must meet the legal requirements of the countries where you want to serve them.

According to the law “On advertising” and the Advertising requirements, you must submit certain documents.

When to submit documents

You can send documents at any time after your ads have been sent for moderation. If ads are rejected because required documents are missing, they will be reviewed again after documents are submitted. If your ads pass moderation, they will be eligible for serving. If additional information is required, we will contact you.

Required documents
  • A document issued by a credit organization confirming the details of the advertiser's account intended for fundraising.

The following documents are also required:

  • For charitable foundations: A copy of the registration certificate indicating the organization's charity status.

  • For commercial charity campaigns mentioning a foundation: A copy of the foundation's registration certificate indicating the organization's charity status.

  • No additional documents are required for commercial charity campaigns that don't mention a foundation.

How do I submit documents?

Send copies of prepared documents via the feedback form below (include your ad campaign or order number).

If any doubts arise during ad moderation, Yandex has the right to use a range of tools (social surveys, Toloka) and engage recognized experts in the field of social advertising.

If you still have questions about moderation or your results, write to us.

Other requirements for websites and ads.