Cryptocurrency advertising in Russia from September 2026: new bans and mandatory warnings
Starting September 1, 2026, Russian crypto exchanges and digital deposit services will gain the right to advertise, but within strict limits. The new legislation introduces stringent requirements for wording and a mandatory set of warnings, fundamentally changing the approach to promoting digital assets in the market.
What can and cannot be written
The key innovation is the mandatory presence of four elements in every advertisement. First, it is necessary to indicate the name of the organization providing digital currency circulation services. Second, disclose the source of information that the service is legally required to provide. Third, add a warning about the high risks of digital currencies and the possibility of total loss of funds, as well as the need to review the risks before a transaction. Fourth, it is mandatory to indicate the legal restrictions on cryptocurrency operations.
Once an exchange is included in the Central Bank's registry, advertising logic becomes simpler. For example, an exchange can write: "Exchange X. Digital currency exchange services. Fee — 0.5%" and add the mandatory information. It is allowed to advertise the speed of order processing, service procedures, the service's commission, office, app, or transaction execution technology.
However, phrases like "USDT at the best rate — exchange in two minutes" or promotions such as "BTC without fees until the end of the week" fall under the ban. They create the impression that a specific digital currency is being advertised, not the exchange's services. This is exactly what the new Article 29.2 of the law directly prohibits.
The situation with digital deposits is similar. A service can advertise "digital accounting, transfer of digital currencies, and provision of access to identifier addresses" or simply "digital depository services" with the legally required disclosures. It is also permissible to talk about the service's technology, accounting procedures, interface, and the depository service itself.
Under strict prohibition are phrases like "Store your Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety." In the first case, a specific currency is advertised and a false impression of security is created; in the second, specific assets become part of the offer, and the safety guarantee contradicts the mandatory risk warning.
It is also forbidden to name a specific digital currency, guarantee or promise future returns — even based on impressive historical results — and to forecast exchange rate changes. The simple formula: advertise the infrastructure and service, but do not sell a specific asset to a person or create an investment promise.
Placement channels: from website to SMS
Distribution channels can be almost any. On an exchange's or depository's own website, a neutral description of services, tariffs, operating procedures, and available features may be considered reference information rather than advertising. But as soon as a separate banner, pop-up, bright call to action, or special offer appears, the material is safer to treat as advertising and apply all the requirements of Article 29.2. This approach aligns with the Federal Antimonopoly Service's (FAS) distinction between informational and advertising content.
In the personal account and mobile app, the logic is the same. A user can see their balance, transaction history, available assets, price, and a specific ticker directly in the chosen transaction form — this is functional information. However, a push notification like "BTC rose 12% — buy now" or a "top coins of the week" carousel is already prohibited.
Email and SMS mailings are also permissible, but only with the recipient's prior consent to advertising, and the advertiser must prove its existence. For SMS, the model is especially inconvenient: a short message must contain not only the offer but also the mandatory disclosures. For legal entities, the fine for violating advertising requirements in telecommunications networks ranges from 300,000 to 1 million rubles, and the FAS continues to actively initiate such cases in 2026.
External internet advertising — banners, integrations, paid placements — is also possible, but requirements for erid (a unique identifier for labeling online advertising) are added to crypto restrictions, and fines for legal entities for violations here reach 500,000 rubles.
Outdoor and indoor advertising is not prohibited in itself: you can place the exchange's brand and a message about digital currency exchange services, but with the mandatory information. A huge Bitcoin sign in the middle of the screen and a small footnote saying "exchange services" will not save the situation — the object of advertising will still be recognized as a specific digital currency.
My view: the new rules are not just a formality, but a clear signal to the market of a transition to mature regulation. Companies that adapt to these requirements and focus on promoting service quality rather than promises of easy profits will gain a competitive advantage in the long term. Advertising will become duller, but more honest — which will ultimately benefit the entire industry.