Cryptocurrency advertising in Russia: new law creates a zone of uncertainty until 2027
The Russian crypto services market is entering an extremely unusual phase. On September 1, 2026, amendments come into force that, for the first time in two years, allow advertising of services related to organizing the circulation of digital currencies. However, and this is the key nuance, the ban on advertising the crypto assets themselves — Bitcoin, Ethereum, USDT, and any other coins — remains in effect. We are witnessing the formation of a complex legal framework that creates both new opportunities and serious risks for market participants.
The logic of the 2024 ban
To understand the essence of what is happening, it is worth recalling the context. Federal Law No. 221-FZ of August 19, 2024, introduced a total ban on advertising not only cryptocurrencies themselves but also any related goods, works, and services. The wording was so broad that even advertisements for buying USDT at a favorable rate or exchanging Bitcoin in 15 minutes fell under the restrictions. From a legal standpoint, this was logical: the state could not allow the promotion of a sphere that did not yet have clear legal regulation. The ban became a kind of "stop valve" until a full-fledged regime was established.
The example of mining is telling. In August 2024, the state effectively legalized this activity, creating a separate regulated framework for it. At the same time, the largest advertising platforms, including Yandex.Direct, banned the promotion of mining services. A paradoxical situation arose: the activity is permitted, but the market cannot be informed about it. Today, Yandex's rules have been partially relaxed — advertising of equipment and cloud capacity is allowed, but exchangers themselves and mining as a type of activity remain on the blacklist.
What changes in September 2026
Now the situation is transforming dramatically. The adopted federal laws No. 282-FZ and No. 283-FZ of August 4, 2026, create the long-awaited legal framework. The first law establishes the regulated organization of cryptocurrency circulation itself and defines its legal participants. The second introduces extensive changes to related branches of law, including the Law "On Advertising."
The main nuance I highlight for my readers is the asymmetry in regulation. From September 1, advertising of services for organizing the circulation of digital currencies becomes permitted, but only for participants on the Central Bank's registry. At the same time, the full regime, under which only registered players will be able to conduct activities, will only take effect on July 1, 2027. This creates a unique transitional period: new rules already exist, but the infrastructure for their application — the Central Bank's registry — is only just being launched.
In practice, this means that exchangers not included in the registry may continue operating under the old rules, but the new advertising relaxations do not apply to them. They remain in the "gray" zone, where advertising their services is still prohibited.
My expert assessment: we are witnessing classic regulatory desynchronization, where the law outpaces the infrastructure. The market is plunged into a state of uncertainty for two years, where formally permitted advertising of services runs into the absence of access mechanisms. This creates fertile ground for abuse and legal disputes. Market participants should prepare in advance to operate under strict compliance conditions and closely monitor the Central Bank's draft regulations to avoid falling outside the legal framework.