Cryptocurrency advertising in Russia from September: strict frameworks and prohibited wording
Starting September 1, 2026, Russian crypto exchanges and digital deposit services will gain the right to advertise, but only under conditions that radically change conventional approaches to promotion. This is not just about formalities, but a whole set of restrictions that will require marketers and industry lawyers to adopt a fundamentally different strategy. At the center of attention is Article 29.2, which introduces strict requirements for every advertising material.
Mandatory Elements: The Four "Pillars" of Legal Advertising
The new legislation mandates that each advertising block include four key components. First, the clear name of the legal entity organizing operations with digital currencies. Second, disclosure of the information source that the company is required to publish by law. Third, a mandatory warning about high risks: the investor must know that acquiring digital assets may lead to a total loss of funds. Fourth, a reference to the restrictions on cryptocurrency transactions established by law.
These are not mere recommendations but imperative requirements. Without them, advertising will be considered illegal, with all the ensuing consequences.
What Can and Cannot Be Written
After inclusion in the Central Bank registry, the logic becomes simpler. An exchange can state: "Exchange X. Digital currency exchange services. Fee — 0.5%" and add the mandatory information. It is permitted to advertise the speed of processing an application, the service procedure, the service fee, the office, the app, or the transaction execution technology. This is "infrastructural" advertising that does not promise profits.
However, phrases like "USDT at the best rate — exchange in two minutes" are already prohibited. Such advertising effectively promotes a specific asset rather than a service, which is directly banned by the new article. Similarly, promotions like "BTC without fees until the end of the week" will fall outside the law. It may seem that an exchange is being advertised, but the object becomes the digital currency.
Promises such as "Store Bitcoin with us without risk" or "Best custody for BTC and USDT. Guaranteed safety" are especially dangerous. In the first case, a specific asset is advertised and an illusion of no risk is created. In the second, specific assets become part of the offer, and the safety guarantee conflicts with the mandatory risk warning. It is also prohibited to promise future returns, even based on historical data, and to forecast exchange rate changes.
The formula is simple: advertise the infrastructure and service, but do not sell a specific asset to the person and do not create an investment promise.
Placement Channels: From Website to SMS
Channels can be any, but the logic is the same everywhere. On your own website, a neutral description of services, fees, 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 user can see the balance, transaction history, and ticker — this is functional information. But 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 permissible only with the recipient's prior consent, and the burden of proving it lies with the advertiser. This is especially inconvenient for SMS: a short message must contain not only the offer but also all mandatory disclosures. Fines for legal entities for violations in this area reach 1 million rubles, and the FAS is actively initiating such cases in 2026.
External online advertising requires mandatory erid labeling, and fines for violations reach up to 500 thousand rubles. Outdoor advertising is not prohibited, but even a huge Bitcoin sign with a small footnote "exchange services" will not save you: the object of the advertising will still be recognized as a specific currency.
My view: This is a landmark step toward a civilized market. The new rules will force players to compete on service quality rather than loud promises, which in the long term will strengthen trust in the industry. However, the transition period will be painful: many companies accustomed to aggressive marketing risk facing serious fines if they do not adapt their strategies in advance.