Cryptocurrency advertising in Russia from September: new bans and mandatory warnings
Starting September 1, 2026, Russian crypto exchangers and digital depositories will gain the right to advertise their services, but only within strict restrictions introduced by the new Article 29.2 of the digital currency law. This is not a ban as such, but total regulation: now every advertising material must contain four mandatory elements.
First of all, this is the full name of the entity organizing the circulation of digital currencies. Next, disclosure of the source of information that the operator is required to provide by law. A warning about high risks becomes critically important: the client must know that acquiring digital assets may lead to a complete loss of funds. Finally, the advertisement must include a reference to the restrictions on digital currency transactions established by law.
What can and cannot be written
After the exchanger is included in the Central Bank's registry, the marketing logic becomes simpler but stricter. For example, Exchanger X may state: "Exchanger X. Digital currency exchange services. Fee — 0.5%" — and add the mandatory information. It is allowed to advertise the speed of processing requests, service procedures, service fees, the office, the app, or the transaction execution technology.
However, phrases like "USDT at the best rate — exchange in two minutes" or "BTC without fees until the end of the week" fall under the ban. Formally, such announcements advertise a service, but in fact, their object becomes a specific digital currency. This is exactly what the new Article 29.2 directly prohibits.
The situation is similar with digital depositories. A hypothetical Depository Y may advertise "digital accounting, transfer of digital currencies, and provision of access to identifier addresses" or simply "digital depository services" with the disclosures required by law. Describing the service technology, accounting procedures, interface, and the depository service itself is permissible.
But "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" — are already outside the law. In the first case, a specific asset is advertised and an illusion of no risks is created. In the second, specific assets become part of the offer, and the guarantee of safety directly contradicts the mandatory risk warning.
The key principle is simple: you cannot name a specific digital currency, guarantee or promise future returns — even based on impressive historical results — or forecast exchange rate changes. We advertise the infrastructure and service, but we do not sell a person a specific asset or create an investment promise.
Placement channels: from website to SMS
Distribution channels can be almost any, but with caveats. On the exchanger's or depository's own website, a neutral description of services, tariffs, and operating procedures may be considered reference information rather than advertising. However, as soon as a separate banner, pop-up, bright call to action, or special offer appears, the material is automatically reclassified as advertising with all the requirements of Article 29.2.
In the personal account and mobile app, the logic is the same. The user sees the balance, transaction history, available assets, price, and ticker in the form of a selected transaction — this is functional information. But a push notification like "BTC rose 12% — buy now" or a carousel of "top coins of the week" is already prohibited.
Email and SMS mailings are possible only with the recipient's prior consent, and the advertiser is obliged to prove its existence. For SMS, this model is especially inconvenient: a short message must contain not only the offer but also all mandatory disclosures. Lack of consent for a legal entity risks a fine of 300 thousand to 1 million rubles for violating advertising requirements in telecommunications networks, and the FAS actively initiates such cases in 2026.
External internet advertising — banners, integrations, paid placements — is also possible, but requirements for erid labeling (a unique identifier for each advertising material on the internet) are added to the crypto restrictions. Fines for legal entities for violations here reach 500 thousand rubles.
Outdoor and indoor advertising is not prohibited in itself: you can place the Exchanger X brand and a message about digital currency exchange services with the mandatory information. But a huge Bitcoin sign in the middle of the screen with a small footnote "exchanger services" will not save the situation — the object of advertising will still be recognized as a specific digital currency.
My view: this regulatory framework is a logical continuation of the course toward "legalization with restrictions." The market gets the long-awaited opportunity to promote legal services, but at the cost of total control over marketing messages. For honest players, this is a chance to differentiate from the gray zone, and for those accustomed to aggressive offers with promises of returns, it is time to revise strategies. In the coming months, we will see a wave of adaptation of creative approaches, and those who learn to sell infrastructure rather than assets will survive.