Cryptoadvertising in Russia: new strict frameworks and prohibited formulations starting in September
Starting September 1, 2026, Russian crypto exchanges and digital deposit services will receive formal permission to advertise, but this "green light" comes with unprecedentedly strict restrictions. The new rules introduce a mandatory set of warnings and effectively ban an entire layer of marketing language the industry has grown accustomed to. This is not just about formalities—it is a paradigm shift in promotion.
What can and cannot be written
The key principle of the new regulation is to advertise infrastructure, not the asset. The law requires that every advertising message contain four mandatory elements: the name of the exchange organizer, disclosure of the information source, a warning about high risks and the possibility of total loss of funds, as well as an indication of restrictions established by law. For example, a legal advertising option might look like this: "Exchanger X. Digital currency exchange services. Fee — 0.5%" — with all mandatory information added.
However, phrases like "USDT at the best rate — exchange in two minutes" or promotions such as "BTC with no commission until the end of the week" are now illegal. Formally, the exchanger is being advertised, but in reality, the object of promotion becomes a specific digital currency. This is directly prohibited by the new Article 29.2 of the law. The same logic applies to depositories. They can talk about technology, accounting procedures, and interface, but they cannot promise a "guarantee of safety" or advertise "the best custody for BTC and USDT." Such statements create a false impression of security and conflict with the mandatory risk warning.
Also banned are guarantees or promises of future returns, even those based on historical data, as well as any forecasts of exchange rate changes. The new formula is simple: we advertise the service and technology, but we do not sell a specific asset to a person or create an investment promise.
Placement channels: from website to SMS
Placement channels can be almost any. On your own website, a neutral description of services, tariffs, and operating procedures may be considered reference information. But as soon as a separate banner, pop-up, or special offer appears, the material automatically falls into the category of advertising with all the ensuing requirements. The same logic applies in the personal account and mobile app: displaying balances, transaction history, and tickers is functional information, while a push notification like "BTC is up 12% — buy now" is already prohibited.
Email and SMS mailings are also possible, but only with the recipient's prior consent, which the advertiser must prove. This is especially inconvenient for SMS: a short message must fit both the offer and the mandatory disclosures. Fines for violations in this area for legal entities reach 1 million rubles, and in 2026 the FAS continues to actively initiate such cases. External internet advertising, including banners and paid integrations, is also permissible, but labeling requirements (erid) are added, and fines reach up to 500 thousand rubles.
My analysis: This law is not just a bureaucratic formality but a clear signal to the market. The regulator is deliberately moving away from a model where clients are lured by returns and "best rates." The new reality requires businesses to bet on reputation, transparency, and technological sophistication of the service. This is a difficult but, in my view, the only correct path for the long-term development of legal crypto infrastructure in Russia.