In the first half of 2026, Russia's budget received 8.5 bln ₽ from a three percent tax on internet advertising — this is 9% more than a year earlier. Experts attribute the revenue growth to market "whitening," improved reporting discipline, and rising ad placement costs.
Why internet advertising collections grew
Data from the Unified Register of Internet Advertising shows that business payments increased from 7.8 bln ₽ in the first half of 2025 to 8.47 bln in 2026. Market participants cite three main reasons for the growth.
First — operators moving out of the gray zone, those who previously operated outside full regulatory oversight. Over the year, companies adapted their accounting and reporting processes, and the administration system became more efficient. The taxable base expanded: more operators and placements now fall under URIA coverage.
Second — rising costs for internet advertising. Increased placement prices directly impact the financial base on which the tax is calculated. Growing CPM and minimum media buying budgets automatically boost government revenues.
Third — a shift in advertising budgets toward major ecosystems and retail media. Marketplaces and platforms with their own ad cabinets enforce stricter reporting and transparency standards.
"The taxable base is expanding by involving those who were previously in the gray zone," — Yuri Papenov, CEO of Starline agency
What to expect from collections in 2027
Analysts suggest that mandatory collection volumes could decline as early as next year. The reason is the end of the transition period for advertising in messengers and video platforms. Special conditions for placements remain in effect until the end of 2026, after which some activity may shift to other channels or face new restrictions.
Advertisers have not yet reduced activity on major platforms. Messenger placement volumes grew 50% year-over-year, indicating strong demand for this channel despite regulatory risks.
Takeaways for brands and advertisers
Growth in internet advertising collections signals stronger market control and transparency. Brands should keep in mind that placement costs will continue to rise and reporting requirements will tighten. Under these conditions, value shifts to channels with predictable KPIs and flexible formats.
Influencer advertising remains one of such channels: blogger reach is growing, integrations deliver measurable results, and media buying through agencies allows you to optimize budgets and meet all ad labeling requirements. When planning campaigns, it's important to consider not only placement costs but also the legal clarity of the channel — the ETC team helps brands build media plans taking into account regulatory risks and conversion forecasts at each stage of the funnel.
Frequently asked questions
How much is paid for internet advertising to the budget?
Advertising operators pay 3% of revenues from internet ad placements. In the first half of 2026, the budget received 8.5 bln ₽ — 9% more than a year earlier.
Why did internet advertising tax collections grow?
The 9% growth is due to companies moving out of the gray zone that previously didn't report fully, rising placement costs, and budget shifts to major ecosystems. The administration system became more efficient, which expanded the taxable base.
Which platforms are subject to internet advertising tax?
All advertising operators registered in URIA are subject to the tax: ad networks, marketplaces with retail media, messengers, and video platforms. From 2027 onward, conditions for some platforms may change after the transition period ends.
In brief
- The budget received 8.5 bln ₽ from internet advertising tax in H1 2026 — a 9% increase compared to the same period last year.
- Reasons for growth: companies leaving the gray zone, rising placement costs, stricter regulatory oversight.
- Messenger placement volumes grew 50% year-over-year, despite regulatory risks.
- Collections may decline in 2027 due to the end of the transition period for certain platforms.
- Brands should consider rising placement costs and tightening reporting requirements when planning media buys.
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