Advertising of crypto services in Russia: new strict rules from September 2026
Starting September 1, 2026, Russian crypto exchanges and digital depositories will gain the right to advertise their services, but only within strict regulatory limits. The new law introduces a mandatory set of warnings and effectively bans a range of marketing phrases that were previously widespread. This is a landmark step that fundamentally changes the approach to promoting digital assets in the Russian market.
What must be included in advertising
Under the new requirements, advertising for crypto exchange and depository services must contain four key elements. First, the full legal name of the entity organizing operations with digital currencies. Second, the source of information that the company is legally required to provide must be disclosed. Third, a warning about high risks, up to and including total loss of funds, must be present, along with a recommendation to review the risks before transacting. Finally, the fourth element is a reference to the restrictions on digital currency transactions established by law.
The key principle is simple: the infrastructure and service are advertised, but not a specific asset. For example, an exchange could write: "Exchange X. Digital currency exchange services. Fee — 0.5%," adding the mandatory disclosures. It is permitted to mention order processing speed, service procedures, the service fee, or the transaction execution technology.
What is prohibited
However, phrases that create the impression of promoting a specific cryptocurrency are now illegal. Statements like "USDT at the best rate — exchange in two minutes" or promotions such as "BTC with no fee until the end of the week" are banned. They effectively advertise a specific digital currency, which the new Article 29.2 of the law directly prohibits. Similarly, promises like "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" are now unacceptable, as they create a false impression of the absence of risks and promote specific assets.
Also prohibited are any guarantees of future returns and forecasts of exchange rate changes, even those based on historical data. Advertising must be neutral and informational, not an investment promise.
Distribution channels and fines
Distribution channels can be any: a company's own website, mobile app, outdoor advertising, email, and SMS campaigns. However, each channel has its nuances. On a website, a neutral description of services may be considered reference information, but as soon as a banner, pop-up, or a bright call to action appears, it becomes advertising subject to all requirements. Push notifications like "BTC rose 12% — buy now" or carousels of "top coins of the week" also fall under the ban.
For email and SMS campaigns, prior consent from the recipient is required, and the advertiser must prove its existence. The SMS format becomes particularly inconvenient: a short message must fit both the offer and all mandatory disclosures. Fines for violations in this area for legal entities range from 300,000 to 1 million rubles, and for violations in online advertising — up to 500,000 rubles, with the FAS continuing to actively initiate such cases in 2026.
My expert view: this law is not just a formality, but an important step toward a civilized market. It forces companies to compete on service quality rather than loud promises and protects inexperienced investors from manipulative marketing tactics. The market will become cleaner, although the transition period will be challenging for many players.