Advertising crypto services in Russia: a strange transition period begins on September 1
From September 1, 2026, advertising of services for organizing cryptocurrency circulation will be permitted in Russia for the first time in two years. However, the ban on advertising the digital currencies themselves remains fully in effect. This duality creates a unique and, at first glance, paradoxical situation in the market, to which participants will have to adapt in the coming months.
Until recently, the answer to the question about advertising cryptocurrencies and related services was extremely simple: it is prohibited. Since August 19, 2024, Federal Law No. 221-FZ introduced a broad ban covering not only advertising of the digital currency itself, but also goods, works, and services related to organizing its circulation. The wording turned out to be so comprehensive that even seemingly harmless advertisements for buying USDT or exchanging Bitcoin fell under the ban.
This ban was logical from a legal standpoint. At that time, Russia completely lacked regulation of organizing cryptocurrency circulation. The state, in essence, prohibited advertising something that had no legal framework. The example of mining is telling: in August 2024, the state legalized this activity and created a separate regulated regime for miners, but the largest advertising platforms, such as Yandex.Direct, simultaneously banned advertising of mining. An absurd collision arose: the activity is permitted, but informing the market about it is not allowed.
Now the situation is changing. Federal Law No. 282-FZ of 04.08.2026 "On Digital Currencies and Digital Rights" and Federal Law No. 283-FZ of 04.08.2026 have been adopted. The first creates the regulated framework for organizing cryptocurrency circulation and defines its legal participants. The second introduces amendments to related laws, including the Law on Advertising. Both documents were officially published on August 4, 2026.
What changes from September
From September 1, 2026, the ban on advertising the digital currency itself remains in effect. It is prohibited to advertise Bitcoin, Ethereum, USDT, or any other specific cryptocurrency. You cannot make BTC the "asset of the week," offer to "buy USDT today," or promise growth of a specific coin. However, advertising of services for organizing digital currency circulation is now permitted. The state has created a regulated framework: rules have been defined, and conditions have been established for obtaining the statuses of legal crypto exchangers, digital depositories, and other participants. Banning these participants from informing the market about their services would be strange.
But there is a curious nuance. The new advertising conditions take effect as early as September 1, 2026, but apply only to cryptocurrency circulation participants from the Central Bank registry. The full regime, under which only registry participants are entitled to organize circulation, is activated only on July 1, 2027. This creates a transition period full of uncertainty.
Exchangers can operate under the old rules until that date, but the new advertising conditions do not apply to such players — they are not in the registry, which the Central Bank itself has not yet opened. The market finds itself in an unusual situation: new rules already exist, but the new access infrastructure is only being launched. The Bank of Russia has published drafts of the procedures for maintaining registries and other necessary acts, but the regulatory desynchronization is obvious.
My view
This transition period is not a legal vacuum, but rather a zone of turbulence. The legislator has provided transitional mechanisms, but the practice of their application will be shaped on the go. For the market, this means that until mid-2027, advertising campaigns will carry a high risk of legal disputes. Market participants should already now reconsider their marketing strategies, focusing on describing services and infrastructure rather than promoting specific digital assets. Those who can navigate this stage competently will gain a significant competitive advantage by the time full regulation is launched.