62% of bloggers have declined advertising due to legal uncertainty

What has hit authors the hardest?

The most painful consequence of the restrictions has been the loss of advertising income — 50.5% of respondents named this effect. Another 33.3% noted the loss of access to their audience and subscribers.

Trust in the platforms' future has also been undermined. 57.2% of Russian influencers are not confident that their main platform will be accessible in Russia in one or two years. Platform blockades remain bloggers' biggest fear in 2027: the majority of authors consider platform restrictions the main threat.

What does this change for advertisers?

Evgenia Lysenko, Strategy Director at Perfluence and 'SberSeller', states the conclusion for the advertising market directly:

'For an advertiser, a blogger with a diversified presence not only reduces the risk of campaign disruption when one of the platforms is restricted, but also makes it possible to scale communication through additional touchpoints.'

In other words, an author's presence on several platforms at once becomes insurance for an advertising campaign. Lysenko also emphasized the reputational aspect:

'Legal certainty of placements is becoming an element of an author's professional reputation — on a par with content quality and audience fit.'

What are the conclusions for the market?

The study's data set two practical tasks for market participants. The first is for bloggers: platform diversification and the legal cleanliness of placements are moving from the 'desirable' category to the 'necessary' one. An author who works on several platforms and complies with the regulator's requirements preserves both income and attractiveness to advertisers.

The second is for brands: when choosing influencers, it is now worth assessing not only reach and content quality, but also the structure of an author's presence. A blogger's dependence on a single platform is a direct risk of campaign disruption.

The study also shows the scale of the regulatory factor. Almost 80% of authors directly link their advertising placement decisions to the regulator's stance and the risk of fines. Legal uncertainty is already converting directly into declined integrations — and therefore into lost revenue for both bloggers and advertising platforms.

If platform restrictions persist and legal clarity does not emerge, the market faces a further redistribution of budgets in favor of authors on legally safe resources. The structure of bloggers' fears for 2027 says the same: blockades remain threat number one.