• Russia passes law banning advertising on banned platforms.
• Regulation takes effect in September.

With much of the internet operating on ad-supported models, digital platforms remain widely accessible – but often at the cost of user privacy.

As advertising continues to serve as a funding mechanism, some governments are moving to restrict where those ads can appear. In Russia, new changes to federal law are lowering those limits further. Russian internet providers have blocked access to thousands of websites over the past 15 years, primarily to curb copyright infringement and anti-Russian sentiment.

The legal framework supporting these moves has grown steadily, broadening over time to justify blocking not just piracy-related content but also material linked to what it terms ‘extremism.’ This has extended to major social platforms.

In 2022, Russia declared Meta, the parent company of Facebook and Instagram, an extremist organisation and blocked its services, using the same legal tools used to block piracy sites.

As with most internet restrictions in Russia, the blocks are not entirely effective; many people continue to access restricted content via VPNs and other workarounds.

Despite the bans, use of blocked platforms remains high among Russians. Data published by Russian telecoms regulator Roskomnadzor in March indicated that between 2022 and 2024, Russian users spent 13.6 billion roubles (about US$161 million) on advertising through blocked platforms. Instagram generated the most advertising revenue during this period, followed by X and Facebook.

New rules on advertising

In response to ongoing use of banned platforms, Russian lawmakers approved amendments to the laws on extremist activity and advertising on March 25. The changes introduce a ban on advertising on any online resource deemed prohibited in Russia. This includes platforms restricted for any reason, not just those with possible links to extremist activity.

An official summary published on the State Duma website explains that the new law targets information resources belonging to banned organisations, including foreign or international entities, groups liquidated by court order, and any websites with restricted access under Russian law.

State Duma Chairman Vyacheslav Volodin criticised the continuing use of prohibited platforms, claiming that money spent on advertising through these channels supports groups opposed to Russia. “Sometimes, without even thinking, they transfer money to those who deliberately harm our country,” he said.

Enforcement and penalties

Legal experts are now considering how enforcement may look. Writing on Telegram, Russian attorney Ekaterina Abashina said no new fines have been introduced specifically for advertising on blocked platforms, but general penalties under advertising law still apply – up to 500,000 roubles (US$5,900) for companies and 2,500 roubles (US$30) for individuals.

Abashina warned that after September 1, authorities may begin issuing penalties for existing ads that continue to run on blocked platforms. “You can start auditing your ads now,” she said to those who may be affected.

It remains unclear how aggressively the new rules will be enforced. While thousands of pirate sites remain blocked, enforcement has largely focused on access rather than advertiser activity. It remains to be seen whether platforms that host political or other sensitive content will face more scrutiny.

Global context: Platform restrictions beyond Russia

Russia’s efforts to regulate advertising on banned platforms mirror similar approaches to those taken in other countries where authorities exert control over internet access and content.

In China, the government uses a system commonly referred to as the Great Firewall to enforce extensive internet censorship, with platforms like Facebook, Instagram, YouTube, and X inaccessible in China for the last few years. While advertising on those platforms is technically impossible from inside China, businesses and individuals often use overseas entities such as VPNs to bypass restrictions – although with significant legal risk.

The government continues to crack down on VPN services, particularly those used for commercial purposes.

Similarly, authorities in Iran have restricted access to many Western social media platforms, including Facebook, Instagram, Telegram, and YouTube. Iranian businesses and influencers have rely heavily on VPNs to reach global audiences and monetise content on those banned platforms.

In response, the Iranian government has increased monitoring and introduced regulations penalising people who advertise on or interact with these services.

The cases reflect a broader trend where governments impose restrictions not only on access to content but also on the flow of digital advertising revenue, particularly when foreign platforms are perceived as politically or culturally problematic. While enforcement varies, the regulatory direction is clear: platforms not aligned with state interests often face both access limitations and financial constraints.

The international comparisons offer a lens into how Russia’s strategy may evolve. Like China and Iran, Russia appears to be moving beyond simple access restrictions and into the realm of financial deterrence – targeting advertising revenue and commercial use of blocked platforms. The new legislation suggests a broader policy direction aimed not only at controlling online information but also at curbing the economic viability of using restricted sites.

If enforcement tightens, Russia could follow a similar path to China and Iran by imposing stricter penalties, expanding surveillance of VPN use, or incentivising domestic alternatives to foreign social platforms.