Advertising crypto services in Russia: a strange transition period begins on September 1
Starting September 1, 2026, new rules come into force in Russia that, for the first time in two years, will allow advertising services for organizing cryptocurrency circulation. However, as my analysis shows, this is not a lifting of all bans — advertising of digital currencies themselves remains under a strict veto. This creates a unique, almost paradoxical situation in the market, to which participants will have to adapt at an accelerated pace.
Until recently, the answer to the question of advertising cryptocurrencies and related services was extremely simple: it is prohibited. Since August 19, 2024, Federal Law No. 221-FZ introduced a broad ban on advertising not only of digital currency itself, but also of goods, works, and services related to its circulation. The wording turned out to be so extensive that even offers to buy USDT or exchange Bitcoin fell under the ban. In fact, until a clear legal regime emerged, the state blocked any opportunity to promote this sphere.
The logic of the 2024 ban
From a legal standpoint, as I have repeatedly emphasized in my reviews, the 2024 ban was absolutely logical. At that time, Russia had no regulation whatsoever for organizing cryptocurrency turnover. The state could not allow advertising of activities that had no legal basis. The example of mining is telling: in August 2024, it was legalized with the creation of a separate regulated regime, but at the same time, Yandex.Direct banned advertising of mining, exchangers, blockchain, and ICOs. An absurd situation arose — the activity is permitted, but it cannot be announced.
What changes in September
Now the situation is changing dramatically. Federal Laws No. 282-FZ "On Digital Currencies and Digital Rights" and No. 283-FZ, adopted on August 4, 2026, create a regulated framework for cryptocurrency circulation. From September 1, 2026, the ban on advertising digital currency itself remains: it is prohibited to advertise Bitcoin, Ethereum, or USDT as a specific asset, promise growth of a particular coin, or push users toward choosing one cryptocurrency over another.
However, advertising services for organizing circulation is now permitted. This applies only to participants in the Central Bank registry, which, according to my information, has not yet been opened. A key nuance: the new advertising conditions take effect on September 1, 2026, but the full regime, where only registry participants will be able to engage in organizing circulation, activates only on July 1, 2027. Until that date, exchangers can operate under the old rules, but the new advertising conditions do not apply to them because they are not in the registry.
The market enters an unusual transitional period: new rules already exist, but the admission infrastructure is just being launched. The Bank of Russia has published draft procedures for maintaining registries, but full launch is still far off. This is not a legal vacuum, but regulatory desynchronization is obvious.
My conclusion: this transitional period will be a test of flexibility for the market. Participants who can quickly adapt to the new requirements and obtain status in the Central Bank registry will gain a competitive advantage. The rest will have to operate in a gray area, which increases risks. In the long term, this is a step toward a civilized market, but the coming months will be filled with uncertainty.