Cryptocurrency advertising in Russia from September: new bans and mandatory wording
Starting September 1, 2026, Russian crypto exchanges and digital deposit services will gain the right to advertise, but with caveats that fundamentally change the rules of the game. The new legislation introduces strict requirements for wording and mandates the inclusion of a mandatory set of warnings in advertisements. This is not merely a formality, but a systemic step toward a civilized market.
What exactly the law requires
Every advertisement must now contain four key elements. First, a clear indication of the organizer of digital currency circulation. Second, disclosure of the information source that the company is legally obligated to provide. Third, a warning about high risks and the possibility of total loss of funds. And finally, a reference to the restrictions on digital asset transactions established by legislation.
The logic is simple: as soon as a company is added to the Central Bank's registry, its advertising becomes extremely specific. For instance, an exchanger may state: "Exchanger X. Digital currency exchange services. Fee — 0.5%," adding the mandatory information. It is permitted to mention application processing speed, service procedures, commissions, the office, or the technology for executing transactions. However, phrases like "USDT at the best rate — exchange in two minutes" or "BTC with no commission until the end of the week" are prohibited. Formally, the exchanger is being advertised, but in reality, the object becomes a specific cryptocurrency, which directly violates the new Article 29.2 of the law.
Boundaries of what is allowed
The situation is similar for digital depositories. A service may advertise "digital accounting, transfer of digital currencies, and access to identifier addresses," but it is not allowed to promise "risk-free Bitcoin storage" or "guaranteed safekeeping." Such wording creates a false impression of security and conflicts with the mandatory risk warning. It is also prohibited to guarantee returns, even based on historical data, or to forecast exchange rate changes. The essence is simple: advertise the infrastructure and service, but do not sell a specific asset or create investment expectations.
Placement channels: from website to SMS
Distribution channels can be any, but with caveats. On a company's own website, a neutral description of services, tariffs, and operating procedures may be considered reference information rather than advertising. However, the appearance of a banner, pop-up, or special offer automatically reclassifies the material as advertising with all the ensuing requirements. In a personal account and mobile app, a user may see balances, transaction history, and tickers — 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 permissible only with the recipient's prior consent, and the burden of proving such consent lies with the advertiser. This is especially challenging for SMS: a short message must fit both the offer and all mandatory disclosures. Fines for legal entities for violations in this area reach 1 million rubles, and the FAS is actively pursuing such cases in 2026. External internet advertising also requires erid labeling, with fines for its absence reaching up to 500 thousand rubles.
My view: This law is not a market strangler, but its sanitizer. It cuts off dishonest players who profited from promises of "easy money" and creates a more transparent environment for those willing to operate within the legal framework. The crypto industry will have to adapt, but in the long term, this will increase investor confidence and strengthen the sector's legitimacy.