Advertising Crypto Services in Russia: What is Now Allowed and What Remains Prohibited

Advertising crypto services in Russia has finally received a legal window: a new law permits the promotion of services from licensed market participants but does not allow advertising cryptocurrency as an investment asset. This was stated by the CEO of Right Side, Marianna Komarovskaya.

Crypto advertising in Russia has long remained an almost closed topic. Previously, the approach was extremely strict: both the digital currency itself and services related to its circulation were banned. The new rules change this structure but do so cautiously. The market is allowed to speak only about legal services and only within strict requirements.

In this case, crypto advertising refers to the promotion of services, platforms, or offers related to digital currencies. It works like regular advertising: messages are placed on websites, social media, with bloggers, or in newsletters. The content becomes crucial: a neutral description of a permitted service is assessed differently than a call to buy an asset or profit from a price increase.

• The law distinguishes between advertising coins and advertising services of licensed market participants: services can only be promoted if requirements are met, while the asset itself cannot.
• Advertising specific cryptocurrencies, promises of income, forecasts of price growth, and promoting digital currency as a means of payment in Russia remain prohibited.
• Permissible formats depend not on the platform but on the content: advertising must refer to the service of a regulated participant, contain warnings about risks, and not encourage the purchase of coins.
• For legal entities, fines for certain violations can reach 1-2 million rubles.

What Advertising is Now Possible

The main change is in the separation of concepts. The law looks separately at the advertising of the digital currency itself and the promotion of services from companies that will be able to operate under the new rules. According to Marianna Komarovskaya, this difference is fundamental: one remains prohibited, while the other becomes permissible under certain conditions.

It is not allowed to advertise Bitcoin, Ethereum, or any other coin with phrases like "Buy now, the price will rise." Promoting cryptocurrency as a means of payment for goods or services within Russia is also banned. Phrasing about profitability, past profits, price growth, or "A reliable way to earn" remains risky for Russian regulation.

Advertising services of regulated market participants may be permitted. Such participants include:

• Trading organizers.
• Brokers.
• Digital depositories.
• Cryptocurrency exchanges.
• Other entities explicitly provided for by law.

But even such advertising must be restrained and legally precise.

The advertisement must indicate the name of the organizer of the circulation of digital currencies, the source of the disclosed information, a warning about high risks and the possibility of total loss of funds. It must also inform where the client can study the risks and legal restrictions on operations with digital currency in advance.

There is also a separate important restriction: in advertising services, specific coins cannot be named. A call to open an account and buy Bitcoin would appear dangerous. A safer construction is to speak about access to operations with digital currencies through a regulated participant, without naming assets or making investment promises.

Websites, Social Media, Bloggers, and Outdoor Formats

The requirements of the advertising law do not depend on the platform. If the message is aimed at an indefinite audience and promotes a service, product, or company, it can be considered advertising. The following can fall under regulation:

• A banner on a website.
• A publication on Telegram.
• Integration with a blogger.
• A video on YouTube.
• A landing page.
• Outdoor advertising.
• Push notifications.
• Email newsletters.

The channel itself does not determine the legality. The content of the message, the status of the advertiser, labeling, warnings, and the absence of investment promises are what matter.

For websites and social media, a labeling regime is additionally in effect. Internet advertising must be marked, obtain an identifier, and information about it must be transmitted through the advertising data operator. For crypto services, this is especially a sensitive area: if the material simultaneously violates special rules on digital currencies and internet advertising requirements, the risks accumulate.

At the same time, a regular informational publication about cryptocurrencies does not automatically become advertising. One can write about technology, regulation, case law, risks, mining, blockchain, and foreign approaches. Problems arise where there is promotion of a specific platform, referral links, calls to register, open an account, buy an asset, receive a bonus, or profit from price growth.

The situation with outdoor advertising appears simpler in form but more complex in content. Formally, it is possible for permissible services of a regulated participant; however, the creative must be as calm as possible: without coins, rockets, "Xs", promises of profit, and aggressive calls to buy. The shorter the format, the harder it is to correctly place all mandatory warnings.

Due to this, outdoor media will remain an inconvenient and risky channel for crypto services. However, the new regulation still creates a legal showcase for those who enter the official infrastructure. Previously, advertising for crypto services was almost completely blocked; now regulated players have limited space for promotion.

Fines and Practical Implications for the Market

For violations of advertising legislation, Article 14.3 of the Administrative Offenses Code of the Russian Federation applies. Below are the types of violations, categories of subjects, and the amount of fines:

• General violation of advertising legislation --- individuals: from 2,000 to 2,500 rubles.
• General violation of advertising legislation --- officials: from 4,000 to 20,000 rubles.
• General violation of advertising legislation --- legal entities: from 100,000 to 500,000 rubles.
• Internet advertising without an identifier or with violations of placement rules --- individuals: from 30,000 to 100,000 rubles.
• Internet advertising without an identifier or with violations of placement rules --- officials: from 100,000 to 200,000 rubles.
• Internet advertising without an identifier or with violations of placement rules --- legal entities: from 200,000 to 500,000 rubles.

If the advertising leads to activities without the necessary status, the problem is no longer limited to an advertising fine. The new regulation provides for liability for the illegal organization of the circulation of digital currency, accepting cryptocurrency as payment within the Russian Federation in prohibited cases, illegal mining, and other violations. For certain offenses, fines for companies can reach 1-2 million rubles.

Marianna Komarovskaya believes that the cryptocurrency advertising market will move towards a banking format: the main advertisers will likely be banks, brokers, and large financial groups that already have compliance, lawyers, approval procedures, and experience working with the Bank of Russia.

For the crypto market, this is not a full legalization of advertising but a narrow exception to the previous ban. Promoting cryptocurrency itself is still not allowed. The permission only concerns the services of regulated participants, and the advertising must remain calm: without price forecasts, promises of profitability, and mentions of specific coins.

This content is provided for general informational purposes only and doesn't constitute financial, investment, legal, or tax advice. Any events, rewards, online promotions, or related information mentioned herein should not be considered a recommendation, solicitation, or invitation to purchase, sell, trade, or otherwise deal in any crypto assets. Crypto assets are highly volatile and may result in loss. The availability of WEEX services, products, and related events may vary by region. You are responsible for ensuring that your participation is in accordance with applicable local laws and regulations.