Starting September 1st, Russia is implementing fines for advertising on Instagram and Facebook. Both platforms are owned by Meta Corporation, which has been designated an extremist and prohibited organization in the country. The new regulations cover all forms of promotion, including native, hidden, and even unpaid integrations.
These changes compel Russian bloggers and content creators to swiftly develop new strategies. After September 1st, creating any new advertising posts on the aforementioned social networks will be prohibited. While existing promotional materials may remain published, their re-promotion—such as sharing in stories, pinning to highlights, or on profiles—is strictly forbidden. Many influencers, anticipating potential risks, are conducting a comprehensive audit of their accounts.
Blogger and musician Alexey Shaly notes that major Russian brands are taking the new regulations very seriously and closely monitoring the implementation of advertising campaigns.
Alexey Shaly, blogger, musician: “Many bloggers, including myself, have already received instructions from brand managers. Requests range from complete deletion to archiving of ad posts after providing statistics. Far-sighted bloggers have proactively started developing their Telegram channels and devising creative ways to migrate their audience to other platforms. Overall, the market has adopted a wait-and-see approach, as brands continue to need digital promotion, focusing on native strategies.”
Many influencers are actively preparing for the transition to other digital platforms. For instance, renowned blogger, figure skater, and Olympic silver medalist Alexander Enbert shared his plans:
Alexander Enbert stated that his Instagram account would “shrink significantly.” He plans to “delete direct advertisements that algorithms might promote repeatedly.” He is actively exploring VK and Telegram, noting that for his family, social media advertising is not a source of income but merely sustains their platforms. Enbert emphasized that he is dedicating more attention to Telegram and has created a family community on VK, finding VK more intuitive due to its algorithms that allow tracking content popularity not just among subscribers.
Beyond Telegram and VK, TikTok is also becoming a popular platform for bloggers. Its similarity to Instagram and effective recommendation algorithms, which facilitate content virality, make it appealing to brands. Micro-blogger Varvara Protopopova is confident that loopholes will still be found even after September 1st to navigate the new restrictions.
Varvara Protopopova, micro-blogger: “I am actively developing my TikTok presence, noting that advertisers have been requesting links to blogs on other social networks since March. I believe that significant earnings are still possible on Instagram, and one doesn`t necessarily need to be a large-scale blogger for this. Many brands are shifting to User-Generated Content (UGC), publishing it on their own profiles, which is not prohibited self-promotion. Furthermore, Instagram has introduced a new video repost function, enabling bloggers to share content created for brands and published on their pages, which I see as a potential `workaround`.”
An important question also arises regarding bloggers who review marketplace products and often provide article numbers. Where exactly is the line between advertising and a personal recommendation? This aspect was clarified by stylist, fashion blogger, and author of the Telegram channel `Stilny Syrnik,` Maria Yemets:
Maria Yemets clarified that content based on reviews and purchases is perceived as a recommendation. Advertising, in her opinion, implies a direct call to action, using words like `buy,` `discounts,` `promo codes.` She believes that bloggers will need to articulate their statements more carefully to avoid being classified as advertising. Yemets added that native advertising will likely persist, but the true consequences and enforcement mechanisms for fines will only become clear after September 1st.
The Federal Antimonopoly Service (FAS) will detect advertising violations on the prohibited social networks using automated systems, supplemented by manual verification. Additionally, any vigilant user can file a complaint. Experts describe the current situation as a forced evolution of digital marketing in Russia.
*Note: Instagram is owned by Meta Corporation, recognized as an extremist and prohibited organization in Russia.
Rupert Blackwood 
Clement Ashworth