Marking of commercial calls to become a requirement by 2025
In an effort to improve consumer protection and combat unwanted marketing calls, the Russian authorities have postponed the implementation of mandatory commercial call labeling for telecom operators from September 1, 2025, to December 1, 2025. This system, once active, will require telecom operators to label commercial calls, enabling subscribers to identify and potentially block unwanted marketing calls.
The delay in implementation allows for ongoing adjustments to address challenges such as tracking advertisers and maintaining a "white list" of approved companies authorized to send commercial calls. Operators may face difficulties in accurately identifying all advertisers and preventing unauthorized calls, which complicates enforcement and customer protection.
According to the draft regulation on labeling rules, the system will be implemented by telecom operators and display information about incoming calls on subscribers' devices. The necessary data for this purpose will be provided by the companies. The new rules also include a ban on advertising spam calls for notifications about the type of organization, such as banks and companies providing useful services.
Analyst Alexei Boyko highlights the complexity of tracking advertisers for both legislators and telecom operators. IT sector experts warn that the project requires serious improvement, as charging may increase companies' costs, which will affect the final cost of their services.
Despite the lack of detailed financial impacts, the postponement suggests that the system's operation and revenue implications are under continuous review. As of August 2025, no recent information was found about updates to the "white list" management or specific revenue outcomes.
The delay in the implementation of the commercial call labeling system may have significant implications for the telecom industry, with estimates suggesting that the new rules could increase the combined annual revenue of the "big four" telecom operators (MTS, "Beeline", "Megaphone" and T2) by 20 billion rubles. However, the precise financial impacts have yet to be fully understood.
Subscribers who wish to set a ban on advertising calls through operator services or the "Gosuslugi" portal can currently do so, as the operators have the capability to control this aspect. The effectiveness of these measures in reducing unwanted marketing calls will become more apparent once the commercial call labeling system is fully implemented.
In summary, the postponement of the mandatory commercial call labeling system in Russia until December 1, 2025, is a significant step towards improving consumer protection and combating unwanted marketing calls. The challenges associated with tracking advertisers and maintaining a "white list" are being addressed, and the financial implications are under continuous review. The system's full impact on the telecom industry and consumer experience will become clearer as the implementation date approaches.
The delay in implementing the commercial call labeling system allows for ongoing consideration of financial implications, particularly for the "big four" telecom operators, which may see an increase in combined annual revenue by 20 billion rubles. Furthermore, the system's implementation in the business sector, notably for banks and useful service companies, will be crucial in combating advertising spam calls.
