Cryptocurrency advertising in Russia from September 2026: new bans and mandatory warnings
Starting September 1, 2026, Russian crypto exchanges and digital depositories will gain the right to advertise their services, but only within strict restrictions introduced by a new article of the law. This is not just a formality—the regulator demands a fundamental overhaul of the marketing approach in this sector.
Mandatory elements of advertising
Every advertisement must now contain four key blocks: the name of the organization providing the services; disclosure of information sources in accordance with legislation; a warning about high risks and the possibility of total loss of funds, with a recommendation to review the risks before completing a transaction; and an indication of the restrictions on digital currency operations established by law.
What is prohibited
The key principle is simple: you can advertise the infrastructure and the service, but not specific assets, and you cannot create investment promises. For example, the phrase "USDT at the best rate—exchange in two minutes" or the promotion "BTC without fees until the end of the week" becomes a direct violation. In such formulations, the object of advertising is effectively a specific cryptocurrency, which is explicitly prohibited by the new Article 29.2.
Similarly, a depository cannot claim "Store your Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety." Such promises not only advertise a specific asset but also create a false impression of the absence of risks, which contradicts the mandatory warning. It is also prohibited to guarantee future returns, even by referencing historical results, and to forecast exchange rate changes.
Placement channels
The restrictions apply to all communication channels. A neutral description of services, tariffs, and operating procedures on your own website may be considered reference information. But as soon as a separate banner, pop-up, or a bright call to action appears, the material automatically falls into the category of advertising with all the ensuing requirements. The same logic applies to the personal account and mobile app: displaying a balance or ticker is functional information, while a push notification like "BTC rose 12%—buy now" is already a violation.
Email and SMS mailings deserve special mention. They are only permissible with the recipient's prior consent, and it is the advertiser who must prove its existence. This is especially challenging for SMS: a short message must fit both the offer and all mandatory disclosures. Fines for legal entities for violating advertising requirements in telecommunications networks reach 1 million rubles, while violations in internet advertising carry fines of up to 500 thousand rubles. The FAS is actively initiating such cases already in 2026.
Outdoor and indoor advertising is also not prohibited: you can place the exchange's brand and a message about digital currency exchange services, but with the mandatory information. However, a huge Bitcoin sign in the middle of the screen with a small footnote saying "exchange services" will not save the situation—the object of advertising will still be recognized as a specific cryptocurrency.
My view: This is a landmark step toward legalization, but it requires market participants to completely restructure their marketing strategies. Players who quickly adapt their communications to the new requirements will gain a competitive advantage, while those who try to circumvent the restrictions will face serious financial and reputational risks.