Public Offer for Sponsors and Advertisers
You are a blogger. Advertisers come to you, you discuss terms in correspondence, receive an advance payment, and shoot an integration. Everything is fine until something goes wrong. The advertiser delays payment. You shot a video, but the client changed their mind. The integration text was not what was agreed upon. The blogger was accused of failing to fulfill obligations.
Without a written contract, you are at risk. But signing a separate contract with each advertiser is time-consuming and inconvenient. There is a solution: a public offer.
In this article, we will analyze what a public offer for a blogger is, why it is needed, what sections it consists of, and how to properly draft it. You will receive a ready-made document structure that you can adapt for yourself.
What is a public offer for a blogger and why is it needed?
A public offer is an official proposal to enter into a contract on certain terms, addressed to an indefinite circle of persons. The Civil Code of the Russian Federation (Article 437) states that a public offer is recognized as a proposal from which the will of the person making the proposal to enter into a contract on the terms specified in the proposal with anyone who responds is evident.
For a blogger, this means the following. You post the text of the offer on your website or in a pinned message on social networks. An advertiser who wants to order advertising from you accepts the terms of the offer — for example, transfers an advance payment or sends an application. From this moment, the contract is considered concluded. Separate negotiations and signings are not required.
Why does a blogger need this? Four main reasons.
First: time saving. You describe the terms once, and they apply to all advertisers.
Second: protection against unscrupulous customers. The offer specifies payment terms, penalties for refusal, and the procedure for returning advance payments.
Third: transparency. The advertiser knows your rules of the game in advance: what formats you offer, how much a post costs, what you are not responsible for.
Fourth: compliance with the law. In 2026, the advertising market became stricter. Fines for violating labeling rules are up to 500 thousand rubles for individuals and up to 5 million for legal entities. A written contract is part of legal work.
When an offer is not suitable: exceptions
A public offer is convenient for typical, recurring services with a fixed price. But it is not suitable if each order is unique. For example, if you are shooting a full-scale advertising campaign with an individual script, complex content rights, and a long-term partnership, it is better to conclude a separate contract.
Also, an offer does not work if you have not specified the essential terms of the contract in it. The court may deem it unconcluded if it is unclear from the text what exact volume of services is provided and at what price.
Another important point. As of January 1, 2026, a rule applies in France: if the cost of an advertising campaign with a blogger exceeds 1000 euros, the contract must be in writing and contain specific mandatory clauses. There is no such direct threshold in Russian legislation yet, but the trend towards stricter requirements for influencer contracts is observed worldwide, including Russia.
Mandatory sections of a public offer for a blogger
Any public offer for a blogger must contain several key sections. Let's analyze each one.
Section one: subject of the contract. This is the most important section. In it, you describe exactly what services you provide. Do not write in general terms. List specific formats: video integration, text post, series of Stories, separate video, mention in a live broadcast, pinning in the channel description.
Example wording: "The Contractor undertakes to provide the Customer with services for placing advertising materials on their social network page (specify network name and account link). Types of services: 1) placing a video up to 60 seconds long; 2) placing a text post with an image; 3) placing a series of Stories (up to 5 pcs.); 4) complex placement (by agreement of the Parties). The specific list of services, terms, and cost are agreed upon by the Parties in the manner provided for in section ... of this Offer."
Section two: procedure for concluding the contract. Describe what actions of the advertiser are considered acceptance of the offer. This can be: transferring an advance payment, filling out an application on the website, sending an email.
Important: you must clearly state from what moment the contract is considered concluded. For example: "The contract is considered concluded from the moment the advance payment is received in the Contractor's bank account."
Section three: rights and obligations of the Parties. Specify what you undertake to do (shoot a video within the agreed deadlines, provide a draft for approval, comply with advertising labeling requirements). And what the advertiser undertakes to do (provide materials on time, approve the draft, pay for services).
Also, specify what you are not obliged to do. For example: you are not responsible for the effectiveness of advertising (guaranteed reach, number of clicks, sales), unless this was separately agreed upon. The advertising market in 2026 is increasingly moving towards performance models (payment for results), but by default, a blogger should not guarantee conversions.
Section four: cost of services and payment procedure. Indicate basic rates. If you have different prices depending on the format, list them.
Average advertising prices for bloggers in Russia in 2026 are as follows:
Blogger with an audience of 1-10 thousand subscribers: 1-5 thousand rubles per integration.
Blogger with an audience of 10-50 thousand subscribers: 5-15 thousand rubles.
Blogger with an audience of 50-100 thousand subscribers: 15-50 thousand rubles.
Millionaires charge hundreds of thousands and millions.
If you work on a barter basis (payment with a product), this also needs to be indicated. Barter, according to the law on professional income tax, is not taxed for self-employed individuals, but risks remain, so it is better to record barter agreements in writing.
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