Cryptocurrency advertising in Russia from September: new bans and mandatory wording
Starting September 1, 2026, Russian crypto exchanges and digital depositories will gain the right to advertise their services, but this right will come with unprecedentedly strict restrictions. This is not just about formal warnings, but a fundamental overhaul of the very logic of promotion: only infrastructure can be advertised, not the assets themselves.
What exactly is prohibited and permitted
The new legislation introduces a mandatory set of four elements for every advertisement. These include the name of the exchange organizer, disclosure of information sources, a warning about high risks with an emphasis on the possible total loss of funds, and a reference to legislative restrictions on digital currency operations.
The key prohibition concerns mentioning specific cryptocurrencies. Phrases like "USDT at the best rate — exchange in two minutes" or promotions such as "BTC without fees until the end of the week" automatically fall under the restrictions. Formally, the exchange is being advertised, but in reality, the object of promotion becomes a specific asset — this is directly prohibited by the new Article 29.2.
The same logic applies to digital depositories. It is permissible to advertise "digital accounting," "digital currency transfers," or "digital depository services" with mandatory disclosures. However, formulations like "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" are prohibited. They not only promote a specific asset but also create a false impression of the absence of risks, which directly contradicts the mandatory warning.
A simple formula for marketers: advertise the service and infrastructure, but do not sell a specific asset to the person and do not create an investment promise. Future returns cannot be guaranteed, even if based on impressive historical data, and exchange rate changes cannot be forecast.
Placement channels: from website to SMS
Distribution channels can be almost any, but requirements vary depending on the format. On your own website, a neutral description of services may be considered reference information. However, the appearance of a banner, pop-up, or special offer automatically moves the material into the advertising category with all the resulting requirements.
In the personal account and mobile app, the user can see the balance, transaction history, and a specific ticker — this is functional information. But a push notification like "BTC rose 12% — buy now" or a carousel of "top coins of the week" is already outside the law.
Email and SMS mailings are permissible only with the recipient's prior consent, and the burden of proving its existence lies with the advertiser. This is especially inconvenient for SMS: a short message must contain both the offer and the mandatory disclosures. Fines for legal entities for violating advertising requirements in telecommunications networks reach 1 million rubles, and the FAS is actively initiating such cases in 2026.
External internet advertising is also possible, but ERID labeling requirements are added to the crypto restrictions. Fines for legal entities here reach 500 thousand rubles.
My analysis: This is not just regulation, but an attempt to completely exclude any investment expectations from the advertising field. The market will adapt, but marketing teams accustomed to bold promises will face serious challenges. Branding and educational content will become the only legal form of promotion.