Cryptoadvertising in Russia: a new law, old prohibitions, and a strange transition period
The Russian market for crypto services is entering an ambiguous phase. Starting September 1, 2026, new rules come into force that, for the first time in two years, will allow advertising of services related to organizing the circulation of digital currencies. However, the ban on advertising the digital assets themselves remains in effect. This creates a curious legal hybrid that will require market participants to exercise particular caution.
The logic of the 2024 ban
Until recently, the answer to the question about cryptocurrency advertising was extremely clear: it is prohibited. Federal Law No. 221-FZ, in effect since August 19, 2024, introduced a broad ban on promoting both the digital currency itself and any goods, works, and services related to its circulation. In practice, this meant it was impossible to publicly offer "Buy USDT at a favorable rate" or "Exchange Bitcoin in 15 minutes."
Notably, the ban turned out to be broader than just a restriction on advertising exchange offices. The example of mining is illustrative. In August 2024, the state legalized this activity, creating a separate regulated regime for it. However, Yandex.Direct responded by only tightening its rules, banning advertising of mining, crypto exchanges, and blockchain services. A paradox emerged: the state permits the activity, while the largest advertising platform prohibits it. At the same time, advertising of equipment and cloud computing capacity for mining remains permissible, which only highlights the inconsistency of the approach.
What changes from September 1, 2026
The situation is radically transformed with the adoption of Federal Laws No. 282-FZ and No. 283-FZ of August 4, 2026. The first creates full-fledged regulation of cryptocurrency circulation, defining legal participants. The second introduces amendments to related laws, including the Law "On Advertising."
From September 1, the ban on advertising cryptocurrency itself remains in force. It is still not allowed to make BTC the "asset of the week" or call to "buy USDT today." However, advertising of services for organizing circulation is now permitted. This is a logical step: when a legal regime emerges, its participants need to inform the market about themselves. The new Article 29.2 of the Law "On Advertising" enshrines this possibility.
But here lies the main legal conflict. The new advertising rules apply only to circulation participants from the Central Bank register. However, the register itself is not yet open, and its full-fledged regime will only begin operating on July 1, 2027. Until that date, exchange offices can operate under the old rules, but the new advertising relaxations do not apply to them.
My analysis: We are observing a classic case of regulatory asynchrony. The legislator has created a legal framework, but the infrastructure for its application is not yet ready. This will lead to the first months of the transition period being characterized by uncertainty and increased risks for those who rush to take advantage of the new opportunities. I recommend that market participants refrain from aggressive advertising campaigns until the actual launch of the Central Bank register, in order to avoid claims from the FAS.