Crypto advertising in Russia: new rules of the game starting September 2026
Starting September 1, 2026, Russian crypto exchanges and digital deposit services will finally gain the long-awaited right to advertise their services. However, this also opens a Pandora's box: lawmakers are introducing strict restrictions on wording, and marketers will have to rethink their usual promotional approaches. Let's break down exactly what will change and how to avoid getting caught in the crossfire.
Four mandatory elements of every advertising campaign
The new law requires that each advertisement contain four key blocks. First, a clear indication of the legal entity organizing the circulation of digital currencies. Second, disclosure of the source of information that the company is obligated to provide by law. Third, a mandatory warning about high risks: the client must know that purchasing cryptocurrency can lead to a complete loss of funds. Finally, a link to the restrictions on transactions and operations with digital assets established by legislation.
What can and cannot be written in advertising
As long as a company is not included in the Central Bank's registry, marketing texts must be as neutral as possible. For example, a legal option looks like this: "Exchanger X. Digital currency exchange services. Fee — 0.5%." It is permitted to mention the speed of processing requests, service procedures, the service's commission, the office, or the technology for executing transactions.
However, phrases like "USDT at the best rate — exchange in two minutes" are now against the law. The problem is that formally the exchanger is being advertised, but in reality, the object of promotion becomes a specific cryptocurrency. This is directly prohibited by the new Article 29.2 of the law. A similar ban applies to promotions like "BTC with no commission until the end of the week."
The situation with digital deposits is similar. Advertising may describe "digital accounting, transfer of digital currencies, and provision of access to identifier addresses," but any hints of guarantees of safety or returns are taboo. Phrases like "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" are not just risky — they directly contradict the mandatory risk warning.
The key formula is simple: we advertise the infrastructure and service, but we do not sell a specific asset or create investment expectations. No promises of future returns, even based on historical data, and no forecasts of exchange rate changes.
Placement channels: from website to SMS
Distribution channels can be almost any, but the rules are the same everywhere. On your own website, a neutral description of services, tariffs, and operating procedures may be considered reference information rather than advertising. But as soon as a bright banner, pop-up, or special offer appears, the material automatically moves into the advertising category with all the resulting requirements.
In a personal account and mobile app, functional information (balance, transaction history, ticker) is normal. However, a push notification like "BTC rose 12% — buy now" or a "top coins of the week" carousel is already prohibited. Email and SMS mailings are only possible with the recipient's prior consent, and the advertiser is obligated to prove its existence. This is especially problematic for SMS: a short message must fit both the offer and all mandatory disclosures.
Violators should prepare for serious financial consequences. For legal entities, fines for non-compliance with advertising requirements in telecommunications networks range from 300,000 to 1 million rubles. For the absence of ERID marking in internet advertising — up to 500,000 rubles. The FAS is already actively opening such cases in 2026.
Outdoor and indoor advertising is not prohibited, but caution is needed here as well. A huge Bitcoin sign against a background of fine print saying "exchanger services" will not save you: regulatory authorities will still recognize the specific cryptocurrency as the object of the advertisement.
My commentary
The market is entering an era of "quiet" advertising, where the main asset is not creativity but legal literacy. Companies that quickly adapt their marketing strategies and make compliance part of their brand will gain a competitive advantage. Those who try to circumvent the law risk not only fines but also reputational losses in the eyes of an increasingly informed crypto community.