Cryptocurrency advertising in Russia from September 2026: new bans and mandatory warnings
Starting September 1, 2026, Russian crypto exchanges and digital depository operators will gain the right to advertise their services, but under unprecedentedly strict restrictions. This is not just about formal requirements, but a full-fledged set of rules that fundamentally changes the approach to promotion in this sector.
The legislator has established a mandatory minimum of four elements for each advertisement. First, the name of the legal entity organizing the circulation of digital currencies must be clearly indicated. Second, the source of information that the company is required to provide by law must be disclosed. Third, a warning about the high risk and the possibility of total loss of funds, as well as a recommendation to review the risks before transacting, must be included. And finally, fourth, the restrictions established by law for operations with digital currencies must be stated.
What can and cannot be written
Once an exchange is added to the Central Bank's registry, the rules of the game become perfectly clear. For example, legal advertising might look like this: "Exchange X. Digital currency exchange services. Service fee — 0.5%," with the mandatory addition of all prescribed information. It is permitted to advertise the speed of application processing, the service procedure, the service's own commission, the office, the app, or the transaction execution technology.
However, phrases such as "USDT at the best rate — exchange in two minutes" are already against the law. Similarly, promotions like "BTC with no commission until the end of the week" are prohibited. Formally, the exchange is being advertised, but in fact, the object of promotion becomes a specific digital currency. This is precisely what the new Article 29.2 of the law directly prohibits.
The same logic applies to digital depositories. A hypothetical "Depository Y" is entitled to advertise "digital custody, transfer of digital currencies, and provision of access to identifier addresses" or simply "digital depository services" with the disclosures required by law. Describing the service's technology, the accounting procedure, the interface, and the depository service itself is permissible.
Promises such as "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" are completely excluded. In the first case, a specific cryptocurrency is advertised and an illusion of no risk is created; in the second, specific assets become part of the offer, and the guarantee of safety directly contradicts the mandatory risk warning.
Moreover, it is not allowed to name a specific digital currency, guarantee or promise future returns — even if based on impressive historical results — or to forecast exchange rate changes. The formula is simple: advertise the infrastructure and service, but do not sell a specific asset to the person or create an investment promise.
Placement channels and fines
Distribution channels can be almost any. On the exchange's or depository's own website, a neutral description of services, fees, 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 the requirements of Article 29.2 to it. This approach aligns with the distinction between informational and advertising content that the FAS adheres to.
In the personal account and mobile app, the logic is the same. A user may see their balance, transaction history, available assets, price, and a specific ticker directly in the form of a 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 permissible, but only with the recipient's prior consent to advertising, and the burden of proving such consent lies with the advertiser. For SMS, this becomes especially inconvenient: a short message must fit not only the offer but also all mandatory disclosures. The fine for a legal entity for violating advertising requirements in telecommunications networks ranges from 300 thousand to 1 million rubles, and the FAS continues to actively initiate such cases in 2026.
External internet advertising — banners, integrations, paid placements — is also possible, but requirements for erid labeling are added to the cryptocurrency restrictions, and fines for violations in this area reach 500 thousand rubles. Outdoor and indoor advertising is not prohibited in itself: it is possible to place the brand of "Exchange X" and a message about digital currency exchange services, but with the mandatory information. A huge Bitcoin sign in the middle of the screen and a small footnote saying "exchange services" will not save the situation — the object of advertising will still be recognized as a specific digital currency.
My forecast: the market faces a period of adaptation, and the first months after the law takes effect will be a time of targeted inspections and exemplary fines. Companies that review their marketing strategies now and bring them into compliance with the new requirements will manage to avoid not only financial losses but also reputational risks. This is not just a regulatory formality, but a signal of the formation in Russia of a civilized yet strictly controlled digital asset market.