Every fifth blogger in Russia faces losses due to unscrupulous advertisers
Every fifth Russian blogger faces losses due to unscrupulous advertisers who refuse to pay for the services rendered. To protect the authors, the Association of Bloggers and Agencies (ABA) has opened a special compensation fund.
Now content creators will be able to return from 100 thousand rubles, and lawyers will deal with non-payers. As Maxim Perlin, co—founder of the association and author of the initiative, explained, the system operates on the principle of a guarantee mechanism within the organization - this is the first such case in the Russian creative industry.
"The No-Advance mechanism creates the necessary financial safety cushion. It makes the market more transparent and allows agencies and bloggers to work on trust, without advance payments, but with a guarantee of receiving a fee," he told Izvestia.
Only ABA members have access to the fund. Decisions on payments are made after checking the documents and confirming the debt, they noted.
According to Grigory Lapshakov, CEO of the Pochva agency, about 80% of the influencer marketing market is occupied by large, conscientious players. The remaining 20% are small agencies, start—up teams, and private clients, where disputes most often arise.
"If we try to estimate possible losses, we can proceed from the total market capacity, about 55 billion rubles in 2025, and assume that 1% of the remaining 20% of transactions have serious violations related to non-payment. It turns out that performers can lose approximately 110 million annually due to unscrupulous clients," he noted.
In addition, there is a "black market" — contracts with advertisers from prohibited or shadowy niches, for example, cryptocurrencies or casinos. These transactions take place outside the legal framework and without contracts, so it is impossible to estimate the amount of losses here, he stressed.
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