Four bookmakers have gone to court against the FAS over advertising on Yandex
Fonbet, Winline, Liga Stavok, and Pari filed a lawsuit with the Moscow Arbitration Court on October 8, challenging the FAS decision of June 29 that they violated the law "On Advertising" over a campaign on Yandex Direct.
Four bookmakers at once — Fonbet (Fonkor LLC), Winline (Horse Breeding National Union Management Company LLC), Liga Stavok (First International Bookmaker Company LLC) and Pari (Bookmaker Company Pari LLC) — have filed a lawsuit against the Moscow FAS. According to the arbitration case file, the claim was filed with the Moscow Arbitration Court on October 8. The companies are trying to overturn the antimonopoly service's June 29 decision that they violated the law "On Advertising."
Yandex LLC, Keh Ecommerce LLC (the Avito marketplace) and Firma Stom LLC (the Betboom brand) have been brought into the case as third parties. The lineup of participants is telling: the dispute affects the entire chain — advertiser, distributor, and aggregator.
What the antimonopoly service found
The FAS initially opened the case against Pari and Yandex. The pretext was an ad campaign offering users to register and take part in a prize draw: clicking the link brought up offers of freebets (free bets) and bonuses. The ads ran through the Yandex Direct system with the slogans "Register and win in the Pari lottery" and "Register. Top up. Win. The lottery is at Pari."
The Moscow FAS described the essence of its claims: "The Directorate identified two violations of the law 'On Advertising': the slogans created the impression of a guaranteed win, and the use of bookmakers' brands without distinguishing the objects of advertising essentially amounted to placing advertising of bookmaking activity, which is impermissible on such resources." The service emphasized that responsibility lies with both advertisers and ad distributors.
Why the bookmakers disagree
According to the FAS, Yandex, Avito, and Betboom will not appeal the decision. Avito, however, caveated: "The outcome of the case may potentially affect our interests as well." Yandex declined to comment.
The plaintiffs' position was laid out by Pari. The company is challenging the FAS decision and injunction because they are based on qualifying lottery advertising as gambling advertising: "Legislation distinguishes between these categories, and businesses are entitled to expect consistent application of the law by the regulator." Fonbet and Liga Stavok provided no comment, and Winline did not respond.
What this changes for the advertising market
The main practical question is where the line between lottery advertising and advertising of bookmaking activity lies. If the court sides with the FAS, any bookmaker promo campaign with a lottery mechanic placed on major platforms will become legally risky — not only for the advertiser, but also for the platform as the distributor. Advertisers should double-check their current slogans for an "impression of a guaranteed win." The bookmakers have placed their bet on the courts. The irony of the situation is obvious: the outcome will now be decided not by a marketing department, but by an arbitration court.
Source: Коммерсантъ
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