Cryptocurrency advertising in Russia from September 2026: new bans and mandatory warnings
Starting September 1, 2026, Russian crypto exchanges and digital deposit services will gain the right to advertise, but in an extremely limited format. The regulator is introducing strict requirements for wording and a mandatory set of warnings. We break down what exactly can and cannot be written to avoid penalties.
Four mandatory elements of advertising
The new legislation establishes that each advertising material must contain four key blocks. First, a clear indication of the name of the organization that carries out activities related to organizing the circulation of digital currencies. Second, a link to the source of information that this entity is required to disclose by law. Third, a warning that digital currencies are a high-risk asset and their purchase may lead to a complete loss of funds, with a recommendation to review the risks before a transaction. Fourth, an indication of legislative restrictions on transactions and operations with digital currencies.
What is prohibited: specific examples
After being included in the Central Bank registry, the logic becomes simpler. For example, an exchanger can write: "Exchanger X. Digital currency exchange services. Fee — 0.5%," supplementing this with mandatory information. It is allowed to advertise request processing speed, service procedures, service fees, office, application, or transaction execution technology.
However, phrases like "USDT at the best rate — exchange in two minutes" are no longer acceptable. Promotions such as "BTC without fees until the end of the week" cannot be run. Such phrases are on the edge: formally, the exchanger is advertised, but in fact, a specific digital currency becomes the object. This is exactly what the new Article 29.2 of the law directly prohibits.
The situation is similar with 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 entitled to talk about the service technology, accounting procedures, interface, and the depository service itself.
Phrases like "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" can no longer be used. In the first case, a specific digital currency is advertised and the impression of no risk is created. In the second, specific assets become part of the offer, and the safety guarantee conflicts with the mandatory risk warning.
Additionally, in advertising services, it is prohibited to name a specific digital currency, guarantee or promise future returns — even if the promise is based on impressive historical results — and to forecast exchange rate changes. The formula is simple: we advertise infrastructure and services, but we do not sell a person a specific asset or create an investment promise.
Placement channels: where allowed and where not
Placement channels can be almost any. On an exchanger's or depository's own website, a neutral description of services, tariffs, 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 requirements of Article 29.2. This approach aligns with the FAS's distinction between informational and advertising content.
In the personal account and mobile application, the logic is the same. A user can see balance, transaction history, available assets, price, and a specific ticker in the form of an already selected transaction — this is functional information. However, 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 also possible, but only with the recipient's prior consent to advertising, and the advertiser is obliged to prove its existence. For SMS, the model becomes especially inconvenient: a short message must contain not only the offer but also mandatory disclosures. If there is no consent, the fine for a legal entity for violating advertising requirements in telecommunications networks ranges from 300,000 to 1 million rubles, and the FAS continues to actively initiate such cases in 2026.
External internet advertising — banners, advertising integrations, paid placements — is also possible, but crypto restrictions are supplemented 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 in itself: you can place the brand of exchanger X and a message about digital currency exchange services, but with mandatory information. A huge Bitcoin sign in the middle of the screen and a small footnote "exchanger services" will not save the situation — the object of advertising will still be recognized as a specific digital currency.
My analysis: The new rules are not just a formality but a serious signal to the market. The regulator seeks to completely eliminate any investment component from advertising, leaving only an informational function. For businesses, this means the need to review all marketing creatives and mailing templates now, before the law takes effect. Those who adapt in advance will avoid fines and reputational risks, while a delayed reaction could cost millions of rubles.