The state-backed digital platform Rosveksel has announced a marketing campaign with a preliminary budget of up to 400 million rubles, including VAT. The campaign is scheduled to run from November 2026 to May 2027, with a potential extension of up to 12 months.
The platform aims to reach Russians aged 25 to 65 interested in gold investments. The planned advertising channels include Telegram, YouTube, and VK. The budget allocation includes 245 million rubles for bloggers and social media placements, 115 million for media advertising, and 40 million for contextual ads.
Rosveksel is 85% owned by LLC A7, which is controlled by Promsvyazbank, and 15% by the Federal Agency for State Property Management. The platform was established by Russian Government Decree No. 3216-r in November 2025 to develop a domestic gold market for private investors.
While Russian law prohibits advertising on restricted platforms, the Federal Antimonopoly Service (FAS) has established a transition period until the end of 2026 for Telegram and YouTube. Advertising on these sites after 2026 remains restricted, creating uncertainty for long-term media planning.
The procurement documents allow the platform to withhold approval for future tasks and reduce budgets without penalty. Agencies are expected to prepare reserve media plans that can shift spending to permitted Russian platforms like Yandex, VK, and Dzen if legal restrictions persist in 2027.
