Cryptocurrency advertising in Russia from September: new bans and mandatory wording
Starting September 1, 2026, strict advertising rules for crypto exchanges and digital deposit services come into force in Russia. The legalization of the industry has finally gained clear contours: you can advertise your services, but only within strictly defined boundaries. My colleagues and I have carefully studied the new law, and it fundamentally changes approaches to marketing in this field.
What can and cannot be written
The key innovation is the mandatory presence of four elements in every advertisement. First, a clear indication of the legal entity that organizes the circulation of digital currencies. Second, disclosure of the source of information that this entity is required to provide by law. Third, a mandatory warning that digital currencies are highly risky and may lead to a complete loss of funds. And finally, an indication of the restrictions established by law for transactions with digital currencies.
When an exchanger is added to the Central Bank registry, the logic becomes simpler. For example, you can write: "Exchanger X. Digital currency exchange services. Fee — 0.5%" — and add the mandatory information. It is allowed to advertise the speed of request processing, service procedures, the service's commission, the office, or the app. However, phrases like "USDT at the best rate — exchange in two minutes" are already prohibited. Formally, the exchanger is being advertised, but in fact, a specific cryptocurrency becomes the object. This is directly prohibited by the new Article 29.2.
The situation is similar with 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 mandatory disclosures. It is entitled to talk about the service's technology, accounting procedures, and interface. But formulations like "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" are against the law. In the first case, a specific asset is advertised and an illusion of no risks is created; in the second, assets become part of the offer, and guarantees contradict the mandatory warnings.
Placement channels: from website to SMS
Placement channels can be almost any. On the exchanger's own website, a neutral description of services, tariffs, and operating procedures may be considered reference information rather than advertising. But as soon as a separate banner, pop-up, or bright call to action appears, the material automatically falls into the category of advertising with all the requirements of Article 29.2. In the personal account and mobile app, the logic is the same: balance, transaction history, ticker — this is functional information. But a push notification like "BTC grew by 12% — buy now" or a carousel of "top coins of the week" is already prohibited.
Email and SMS mailings are possible only with the recipient's prior consent, and the advertiser must prove its existence. For SMS, the model is especially inconvenient: a short message must fit both the offer and all mandatory disclosures. Fines for violations for legal entities reach 300–500 thousand rubles, and the FAS actively initiates such cases in 2026. Outdoor and indoor advertising is not prohibited — you can place the brand and a message about exchange services, but with mandatory information. A huge Bitcoin sign on a screen with 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: These rules are a logical continuation of the course toward regulation, but for businesses, they mean a serious transformation of marketing strategies. Crypto companies will have to rebuild their creatives to advertise infrastructure rather than assets. This will reduce the appeal of offers to retail investors, but in the long term, it will increase trust in the industry. The market faces a period of adaptation, and those who start preparing in advance will gain a competitive advantage.