Cryptoadvertising in Russia from September 2026: new bans and strict requirements for wording
Starting September 1, 2026, new advertising rules for crypto exchanges and digital deposit services come into effect in Russia. The legalization of the industry is finally taking clear shape, but with it comes strict regulation of marketing communications. My task as an analyst is to break down exactly what will change and how it will affect the market.
What can and cannot be written in advertising
The new law introduces a mandatory set of elements for any advertising of crypto services. First, it is necessary to indicate the name of the entity organizing the circulation of digital currencies. Second, disclose the source of information that the company is required to provide by law. Third, include a warning about high risks and the possibility of total loss of funds. And finally, refer to the restrictions on transactions and operations with digital currencies established by legislation.
When an exchanger is added to the Central Bank registry, the logic becomes simpler. For example, a company can write: "Exchanger X. Digital currency exchange services. Fee — 0.5%" and add the mandatory information. It is allowed to advertise the speed of processing a request, the service procedure, the service fee, the office, the app, or the transaction execution technology.
However, phrases like "USDT at the best rate — exchange in two minutes" or promotions like "BTC with no fee until the end of the week" are prohibited. Formally, the exchanger is being advertised, but in fact, the object becomes a specific digital currency. This is exactly what the new Article 29.2 of the law directly prohibits.
Similar restrictions apply to digital depositories. A service can advertise "digital accounting, transfer of digital currencies, and provision of access to identifier addresses" or simply "digital depository services" with the disclosures required by law. It is allowed to talk about the technology, the accounting procedure, the interface, and the service itself. But formulations like "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" are no longer acceptable. In the first case, a specific currency is being advertised and an illusion of no risk is created; in the second, specific assets become part of the offer, and guarantees conflict with the mandatory risk warning.
The key rule: you cannot name a specific digital currency, guarantee or promise future returns — even based on historical data — or forecast exchange rate changes. Simply put, we advertise the infrastructure and the service, but we do not sell a specific asset or create an investment promise.
Placement channels: from website to SMS
Channels can be almost any. On an exchanger's or depository's own website, a neutral description of services, fees, and features may be considered reference information rather than advertising. 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 requirements of Article 29.2.
In the personal account and mobile app, the logic is similar. A user sees a balance, transaction history, available assets, and a specific ticker — this is functional information. But a push notification like "BTC is up 12% — buy now" or a carousel of "top coins of the week" is already prohibited.
Email and SMS mailings are only possible with the recipient's prior consent, and the advertiser is obliged to prove its existence. This is especially inconvenient for SMS: a short message must fit not only the offer but also the mandatory disclosures. Fines for legal entities for violating advertising requirements in telecommunications networks range from 300 thousand to 1 million rubles, and the FAS is actively initiating such cases in 2026.
External internet advertising — banners, integrations, paid placements — is also possible, but requirements for erid labeling are added to the crypto restrictions. Fines for legal entities for violations here reach 500 thousand rubles.
Outdoor and indoor advertising is not prohibited in itself: you can place the exchanger's brand and a message about digital currency exchange services with the mandatory information. But 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 advertising will still be recognized as a specific currency.
My conclusion: the new rules are not just a formality, but a serious filter that will weed out unscrupulous players and marketing manipulations. For legal services, this is a chance to build trust through transparency, and for the market as a whole, a step toward civilized regulation. The main thing is to adapt creatives to the new requirements in time to avoid fines.