The three-percent levy on internet advertising has ceased to be an experiment and has become a significant source of money for the state. In the first half of 2026, businesses transferred 8.47 billion rubles to the federal budget – almost 9% more than a year earlier, Roskomnadzor reported.

Advertising platforms, agencies, intermediaries, and system operators that earn revenue from online placements pay. They submit data to the Unified Register of Internet Advertising themselves, and then quarterly remit 3% of their revenue.

The growth is explained not only by the increase in the cost of impressions and clicks. The system has reached companies that previously operated in the gray zone, and reporting has become commonplace even for small players. Simultaneously, budgets are flowing into marketplaces, large ecosystems, and other platforms where each placement is marked and clearly visible for levy calculation.

But as early as 2027, the cash flow may reverse. The transitional regime for advertising on Telegram and YouTube, according to FAS clarifications, is valid only until the end of 2026. For now, advertisers are not leaving: the volume of placements in Telegram alone has grown by approximately 50% over the year, but after the rule changes, some of these budgets may disappear from the calculation base.