Cryptocurrency advertising in Russia from September: new bans and mandatory elements
Starting September 1, 2026, Russian crypto exchangers and digital depositories will gain the right to advertise their services, but with significant restrictions. This is not just about formal requirements, but about strict regulation of wording that could mislead consumers. The entry into force of new norms, in particular Article 29.2, radically changes the approach to promoting digital assets.
What must be included in advertising
The legislator has established a clear list of mandatory elements for each advertisement. First, the name of the organization providing the services. Second, disclosure of the source of information that it is required to provide by law. Third, a mandatory warning about high risks and the possibility of total loss of funds. And finally, an indication of the restrictions on transactions with digital currencies established by legislation.
What is prohibited
The key point is the ban on advertising specific digital currencies. Phrases like "USDT at the best rate — exchange in two minutes" or "BTC without commission until the end of the week" are now unacceptable. Formally, the exchanger is being advertised, but in fact the object of promotion becomes a specific asset, which directly violates the new requirements.
Similar restrictions apply to depositories. It is prohibited to use wording that promises guarantees of safekeeping, for example "Store Bitcoin with us without risk" or "Best custody for BTC and USDT." Any mention of a specific asset combined with guarantees or a promise of returns is prohibited. Only the service itself, the technology, and the infrastructure can be advertised, but not the asset as such.
Placement channels
Almost all channels remain available: your own website, personal account, mobile app, email and SMS mailings. However, there are nuances. On a website, a neutral description of services and tariffs may be considered reference information, but any banner, pop-up, or bright call to action automatically reclassifies the material as advertising with all the ensuing requirements. Push notifications like "BTC is up 12% — buy now" or carousels of "top coins of the week" fall under the ban.
For email and SMS, prior consent from the recipient becomes a mandatory condition. Moreover, for SMS this is especially inconvenient: a short message must fit both the offer and all mandatory disclosures. Fines for legal entities for violating advertising requirements in telecommunications networks range from 300 thousand to 1 million rubles, and for violations in internet advertising — up to 500 thousand rubles.
Outdoor advertising is not prohibited, but the same rule applies here: the brand and information about services can be placed, but with mandatory warnings. A huge Bitcoin sign against a background of fine print saying "exchanger services" will not save the situation — the specific cryptocurrency will still be recognized as the object of advertising.
My view: These rules are a logical continuation of the course toward legalizing the crypto industry in Russia. They create clear frameworks for business, but at the same time increase responsibility for marketing. For honest players, this is an opportunity to stand out against those accustomed to aggressive and misleading campaigns. The market is becoming more transparent, and that is always a plus for long-term development.