Cryptoadvertising in Russia from September: new bans and mandatory warnings
Starting September 1, 2026, Russian crypto exchanges 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 frameworks that determine what exactly can and cannot be said to potential clients.
The new legislation mandates the inclusion of four mandatory elements in advertising. These are the name of the organization conducting operations with digital currencies, the source of information it is required to disclose by law, a warning about high risks and the possibility of total loss of funds, as well as an indication of established restrictions for transactions with digital assets. Without this set, any advertising material will be considered a violation.
What is prohibited: specific wording
Once an exchange is added to the Central Bank's registry, the logic becomes simpler. A hypothetical "Exchange X" can state: "Exchange X. Digital currency exchange services. Fee — 0.5%" and add the mandatory information. It is allowed to talk about the speed of processing requests, service procedures, service fees, office, app, or transaction execution technology.
However, phrases like "USDT at the best rate — exchange in two minutes" or promotions like "BTC without fees until the end of the week" are prohibited. Such wording effectively advertises a specific digital currency, not the exchange's services. This is precisely what the new Article 29.2 of the law directly prohibits.
The situation is similar for digital depositories. A hypothetical "Depository Y" 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 may describe the service technology, accounting procedures, and interface. But "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" is no longer acceptable. In the first case, a specific asset is advertised and an illusion of no risk is created; in the second, specific assets become part of the offer, and guarantees contradict the mandatory risk warning.
It is not allowed to name a specific digital currency, guarantee or promise future returns — even if the promise is based on impressive historical results — or forecast exchange rate changes. The formula is simple: advertise the infrastructure and service, but do not sell a specific asset to a person or create an investment promise.
Placement channels: where allowed, where not
Channels can be almost any. On an exchange's or depository's own website, a neutral description of services, fees, operating procedures, and available features may be considered reference information rather than advertising. But as soon as a separate banner, pop-up, bright call to action, or special offer appears, the material is safer to treat as advertising and apply all the requirements of Article 29.2 to it.
In the personal account and mobile app, the logic is the same. A user can see their balance, transaction history, available assets, price, and 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 prohibited.
Email and SMS mailings are only possible with the recipient's prior consent to advertising, and the burden of proving such consent lies with the advertiser. The SMS model is especially inconvenient: a short message must contain not only the offer but also the mandatory disclosures. If there is no consent, the special fine for a legal entity for violating advertising requirements in telecommunications networks ranges from 300,000 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 the crypto restrictions are compounded by erid requirements (a unique identifier for internet labeling), and fines for legal entities for violations in this area reach 500,000 rubles.
Outdoor and indoor advertising is not prohibited per se: you can place the "Exchange X" brand and a message about digital currency exchange services, but with the mandatory information. A huge Bitcoin sign in the middle of the screen and a small footnote saying "exchange services" will not save the situation — the object of advertising will still be recognized as a specific digital currency.
My conclusion: The market is entering an era of total marketing standardization. Companies that quickly adapt their creatives to the new requirements will gain a competitive advantage, while those who try to circumvent the rules through visual tricks risk not only fines but also reputational losses in the eyes of the regulator.