Google announced on Monday that it is shutting down all AdSense accounts in Russia due to “ongoing developments in Russia.” This decision ends the ability of Russian content creators to monetize their posts, including YouTube videos, through AdSense, AdMob, and Ad Manager.
Although Google has not provided detailed reasons for the move, it is another chapter in the company’s ongoing confrontation with Russian authorities, who have been actively controlling the online narrative concerning Russia’s war with Ukraine. In March 2022, Google paused monetization of all state-funded media in Russia and temporarily halted all ads in the country. Subsequently, Google restricted the creation of new Russia-based AdSense accounts and globally blocked ads originating from Russia, in addition to halting monetization of content that appeared to exploit, condone, or dismiss the war in Ukraine.
The recent escalation appears likely connected to a Russian law passed in March that bans advertising on any platforms published by a “foreign agent,” with foreign agents being defined broadly to include anti-Kremlin politicians, activists, and media outlets. Russian state assembly member Vyacheslav Volodin stated that the law aimed to prevent financing those “killing our soldiers, officers, and civilians.” Google responded by shutting down its subsidiary in Russia in May 2022 after Russian authorities seized its bank account.
This new development delivers a significant financial blow to Russian creators who had managed to maintain some level of income through AdSense despite the ongoing conflict. Russia is second only to the U.S. in terms of YouTube web traffic, according to Similarweb data, meaning many YouTubers in the region could see a substantial reduction in revenue.
In light of the changes, Russia-based creators will receive their final payout this month, according to a message from Google to users reviewed by Reuters. Payments will be disbursed between August 21 and 26, assuming no active payment holds and all minimum payment thresholds are met.
The wider implications for Russia-based content are still unfolding. Google had been resisting pressure to censor content that the Russian government deems illegal, such as material supporting Ukraine or criticizing the Kremlin. YouTube has been one of the few remaining platforms for uncensored content, but the end of monetization could impact the distribution of anti-Kremlin reports and more broadly limit freedom of speech online in Russia.
One prominent Russian YouTuber, Valentin Petukhov, suggested on Telegram that people had managed to bypass payment blocks imposed by Western sanctions on Russian banks, leading to Google’s decision to shut down AdSense. Despite the reduction in monetization income, he noted that it had “not disappeared completely.”
The decision follows reports of a mass YouTube outage in Russia, which local internet monitoring services and bloggers claim results from Google ceasing to update its equipment in the country after the invasion of Ukraine.
As the situation evolves, content creators and followers alike are closely watching how the new restrictions will influence the digital landscape in Russia.