As online advertising becomes increasingly vital for internet accessibility, Russia is tightening restrictions on where advertisements can be legally placed. For over 15 years, Russian internet providers have been tasked with blocking access to thousands of websites, especially those implicated in copyright infringement. This practice has expanded beyond piracy to include content deemed by the Kremlin as extremist or terrorist.
In 2022, Russia officially classified Meta – the parent company of Facebook and Instagram – as an extremist organization, leading to the blocking of both platforms under the same legal framework used for piracy sites. Users, however, often bypass these restrictions with tools like VPNs, meaning the effectiveness of the blocks is not absolute. Despite the bans, many platforms continue to attract significant advertising revenue from Russian users.
According to the telecoms regulator Roskomnadzor, approximately 13.6 billion roubles (around US$161 million) was spent on ads on blocked platforms between 2022 and 2024. Instagram led the chart with the highest expenditure, followed by X and Facebook. In response, Russian lawmakers are now imposing stricter regulations.
The State Duma recently approved amendments that prohibit advertising on any platform deemed blocked or undesirable by Russian authorities, regardless of the reasons for these restrictions. The new rules encompass foreign organizations, public or religious groups banned by court decisions, as well as any online resources restricted under local law. Duma Chairman Vyacheslav Volodin emphasized the need for such measures, pointing out that businesses continue to advertise on platforms accused of disseminating misinformation and foreign values.
Legal experts, however, have raised concerns regarding potential consequences. As noted by lawyer Ekaterina Abashina, while specific fines for this offense have not yet been established, existing penalties under Russian advertising laws could apply. These fines may reach as high as 500,000 roubles (approximately US$5,900) for organizations and 2,500 roubles (around US$30) for individuals.
Abashina also warned of possible retroactive penalties for advertisements that continue running after the regulation takes effect.