On August 12, it was announced that in August the contextual advertising system Adsense would be disabled for Russian websites and YouTube channels. But does this mean that there will be fewer videos in Russian? This article explains how Google’s service works and what consequences its deactivation will have for bloggers and regular viewers.
What is Adsense
Adsense is a Google advertising system that started in 2003. It automatically places ads on websites. Site owners earn money when banners are shown or when users click on them. To publish an ad, publishers must follow rules that differ by country. The service is widely used on third‑party sites and on Google properties, including YouTube.
Adsense ban on YouTube in two phases
Russian‑speaking YouTubers faced issues as early as March 2022, when Adsense was disabled for users in Russia. New accounts could not be created, viewers in Russia stopped seeing ads, and creators could only earn money from views and clicks from audiences outside Russia. In August, this revenue stream was also cut off.
These are the letters Adsense users received on August 12, 2024
Do you use Google servers?
Is the Adsense ban related to YouTube’s slowdown?
Google did not issue official statements. Bloggers who listed Russia as their country of registration received notices ending Adsense cooperation. All such accounts were closed. The timing coincided with YouTube slowing in Russia, which led some to interpret the move as a reciprocal action. Some speculate that users began bypassing controls and that ads returned to some creators. But this is speculation.
After YouTube’s slowdown, many users cut contracts with their ISPs
What will change for YouTubers
The most meaningful change for Russian-speaking YouTube creators did not occur in August 2024 but years earlier. Their primary audience is Russian viewers, so views and clicks from that region provided most of their Adsense income. When Adsense stopped being available in Russia in February, creators had to shift to placing ads themselves within videos. The current restriction for viewers outside Russia will have only a small impact. If earnings drop, the decline will be modest.
It is also worth noting that some Russian-speaking creators are not registered in Russia. For them, the August decision will have little to no effect.
Most Russian-speaking creators remained on YouTube even after the Adsense restrictions in February 2022
Ads outside of YouTube
One key point in this story is worth noting. This is not a partial limitation but a full ban on Adsense in Russia. That will hit small websites that rely on contextual ads from Adsense. Adsense has long been popular for its convenience, and many sites used it extensively. Those publishers will need to adapt, explore other income sources, or reduce staff to cope.
Blocking Adsense could be a first step toward broader limits on Google services in Russia. If the company expands restrictions, access to search, documents, mail, and other tools might become harder for users in the country. While such a scenario is not guaranteed, it remains a possibility.
What do you think about Adsense restrictions? Could this be the first move toward blocking Google entirely in Russia? Share your thoughts in the comments!
Do you think blocking Adsense will affect bloggers?
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