Cryptocurrency advertising in Russia from September: new bans and mandatory wording
Starting September 1, 2026, Russian crypto exchangers and digital depository operators will gain the right to advertise their services, but with extremely strict restrictions. The new rules introduce a mandatory set of warnings and prohibit the use of wording that could mislead consumers regarding the risks and profitability of digital assets.
The key change is the introduction of Article 29.2, which establishes an exhaustive list of advertising requirements. Now, every advertising material must contain four mandatory elements: the full name of the entity providing the services; information about the source that the advertiser is required to disclose by law; a warning about the high-risk nature of digital currencies and the possibility of total loss of funds; as well as an indication of the restrictions established by legislation for transactions with crypto assets.
What can and cannot be written
Once an exchanger is included in the Central Bank's registry, the logic becomes significantly simpler. Legal advertising should look as follows: "Exchanger X. Digital currency exchange services. Fee — 0.5%" — and be accompanied by the mandatory information. Mentions of application processing speed, service procedures, service fees, office, app, or trade execution technology are permitted.
However, wording like "USDT at the best rate — exchange in two minutes" or "BTC without fees until the end of the week" falls under the ban. Formally, the exchanger is being advertised, but in fact, the object of the advertisement becomes a specific digital currency, which is directly prohibited by the new article.
Similar restrictions apply to digital depositories. A hypothetical "Depository Y" can advertise "digital custody, transfer of digital currencies, and provision of access to identifier addresses," as well as discuss the service's technology, custody procedures, and interface. But phrases like "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" — are banned. In the first case, a specific currency is advertised with the creation of an illusion of no risk; in the second, specific assets become part of the offer, and the safety guarantee contradicts the mandatory risk warning.
Critically important: you cannot name a specific digital currency, guarantee or promise future profitability — even based on impressive historical results — or forecast exchange rate changes. A simple formula: advertise the infrastructure and service, but do not sell a person a specific asset or create an investment promise.
Distribution channels and liability
Distribution channels can be almost any. On your own website, a neutral description of services, fees, and operating procedures 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 automatically recognized as advertising with all the requirements of Article 29.2. This approach aligns with the FAS's distinction between informational and advertising content.
In the personal account and mobile app, the logic is the same. A user sees their balance, transaction history, available assets, and a ticker in the trade form — this is functional information. But a push notification like "BTC rose 12% — buy now" or a "top coins of the week" carousel is already banned.
Email and SMS mailings are only possible with the recipient's prior consent, and the burden of proving it lies with the advertiser. This is especially inconvenient for SMS: a short message must fit not only the offer but also all mandatory disclosures. Without consent, a legal entity faces a fine of 300,000 to 1 million rubles for violating advertising requirements in telecommunications networks, and the FAS continues to actively initiate such cases in 2026.
External internet advertising — banners, integrations, paid placements — is also possible, but crypto restrictions are compounded by erid labeling requirements, and fines for legal entities for violations in this area reach 500,000 rubles. Outdoor and indoor advertising is not prohibited per se: you can place the exchanger'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 with a small footnote saying "exchanger services" will not save the situation — the object of the advertisement will still be recognized as a specific digital currency.
My view: these rules radically change the approach to marketing in the Russian crypto industry. The market is forced to transition from emotional advertising of assets to informational promotion of services. This is an inevitable stage of institutionalization that, in the long term, will increase trust in legal players but will require significant investments in legal expertise for marketing materials.