Cryptocurrency advertising in Russia from September: new bans and mandatory wording
Starting September 1, 2026, Russian crypto exchanges and digital deposit services will gain the right to advertise, but within extremely strict limits. The new legislation introduces a mandatory set of warnings and a direct ban on a whole range of marketing phrases. Let's break down what exactly will change and how businesses can adapt to the new rules of the game.
Mandatory elements: the four pillars of legal advertising
The law imposes four essential requirements on advertising materials. First, the name of the entity organizing the circulation of digital currencies must be indicated. Second, the source of information that the company is legally required to provide must be disclosed. Third, every advertisement must include a warning about the high-risk nature of digital assets and the possibility of total loss of funds. Finally, the restrictions on cryptocurrency transactions and operations established by law must be clearly stated. Without this set, advertising is considered illegal.
What is prohibited: specifics and "gray" phrases
The key ban concerns advertising of specific digital currencies. Phrases like "USDT at the best rate — exchange in two minutes" or promotions like "BTC with no fees until the end of the week" are now against the law. Formally, they advertise exchange services, but in fact they promote a specific asset, which is directly prohibited by the new Article 29.2. The same logic applies to depositories: you cannot write "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety." Such phrases create a false impression of security and advertise the asset rather than the infrastructure.
Also prohibited are guarantees and promises of future returns, even those based on impressive historical data. Predicting exchange rates is taboo. The simple survival formula: advertise the service and technology, but do not sell a specific asset or create investment expectations.
Placement channels: where you can, and where it's better not to take risks
Distribution channels can be almost any. On your own website, a neutral description of services, tariffs, and operating procedures may be considered reference information. But as soon as a bright banner, pop-up, or special offer appears, the material is automatically reclassified as advertising with all the resulting requirements. The same logic applies in the personal account and mobile app: balance, transaction history, and ticker are functional information, while a push notification like "BTC rose 12% — buy now" is already prohibited.
Email and SMS mailings are possible, but only with proven recipient consent. For SMS, this is especially inconvenient: a short message must fit both the offer and all mandatory disclosures. Violating advertising requirements in telecommunications networks threatens legal entities with fines from 300,000 to 1 million rubles. For external online advertising, labeling requirements (erid) are added, and fines reach 500,000 rubles.
My view: the market is entering an era of "infrastructural" marketing. Those who can creatively talk about technology, speed, and service quality without slipping into promises of profit will win. This is a serious challenge for marketers accustomed to playing on investors' emotions, but in the long term, this approach will cleanse the market of unscrupulous players.