Bookmakers Go to Court to Challenge Ruling That Their Advertising on Yandex Was Illegal
Pari, Liga Stavok, Winline and Fonbet are challenging in the Moscow Arbitration Court the FAS decision of June 29, 2026, on illegal advertising in Yandex Direct.
Four bookmakers — Pari, Liga Stavok, Winline and Fonbet — have filed a lawsuit with the Moscow Arbitration Court against the capital's FAS department. The companies are challenging the antimonopoly service's decision of June 29, 2026, which found a violation of the law "On Advertising" in a campaign placed through the Yandex Direct system. This was reported by the newspaper Kommersant, citing the lawsuit.
Who is involved in the dispute
The plaintiffs are:
- LLC "Bookmaking Company Pari" (Pari brand);
- LLC "First International Bookmaking Company" (Liga Stavok);
- LLC "Management Company of the National Horse Breeding Union" (Winline);
- LLC "Fonkor" (Fonbet).
The defendant is the Moscow branch of the Federal Antimonopoly Service. LLC "Firma Stom" (Betboom), LLC "Yandex" and LLC "KeH Ecommerce" (Avito) have been brought in as third parties.
What was in the advertising campaign
The case concerns a campaign after which the Moscow FAS opened antimonopoly proceedings against Yandex and Pari. The campaign offered users to register and take part in a prize draw. After clicking the link, the user saw offers of bonuses and free bets.
The ads carried the slogans "Register and win in the Pari lottery" and "Register. Top up. Win. The lottery is at Pari" and were distributed through Yandex Direct.
How the regulator interprets it
The Moscow FAS insists on its qualification.
"The slogans created the impression of a guaranteed win, and the use of bookmakers' brands without distinguishing between the objects of advertising essentially amounted to placing advertising of bookmaking activity, which is impermissible on such resources," the Moscow FAS said. "Responsibility lies with both the advertisers and those who disseminate the advertising."
The last phrase directly concerns Yandex as a platform: the regulator believes the platform is responsible for the content placed on it on a par with the advertiser.
What the bookmakers say
Representatives of Pari said they are challenging both the FAS decision and its injunction, since both documents are based on qualifying lottery advertising as gambling advertising. According to them, the legislation distinguishes between these categories, and the business "is entitled to expect consistent application of the law by the regulator."
The essence of the bookmakers' position is simple: a lottery and bookmaking activity are different objects of advertising with different restrictions. If the campaign advertised a lottery specifically, the restrictions on gambling advertising do not apply to it.
What the court will decide
Lawyers frame the key question of the case as follows: can lottery advertising be treated as a form of promotion of bookmaking services subject to restrictions. The answer will determine how advertising platforms and bookmakers will be able to promote prize draws and free bets in Yandex Direct and similar systems going forward.
The trial is taking place against the backdrop of a shrinking market: the volume of advertising activity and sponsorship programs by bookmakers in Russia fell by 15–20% between January and September 2026. The Moscow Arbitration Court's ruling will set a benchmark for other industry players promoting incentive prize draws through contextual advertising.
Author: Alexey Chernykh
Original: kommersant.ru
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