Google has announced it will halt all AdSense operations within Russia, citing "ongoing developments" as the key reason. This sudden move is significant, as it effectively stops Russian content creators from monetizing their online presence.
This shutdown includes all accounts linked to AdSense, AdMob, and Ad Manager, affecting videos on YouTube, websites, and other content. For Russian YouTubers, who have relied heavily on these platforms for income, this could lead to substantial revenue losses.
Google has not elaborated on the precise reasons for this decision, but it aligns with the company's previous struggles against Russian government policies amid the Ukraine conflict. The tech giant had paused monetization for state-funded media back in February 2022, following Russia's invasion of Ukraine.
After pausing the creation of new AdSense accounts, Google moved to block ads from the region entirely. The company limited monetization for any content seen as supportive or dismissive of the war.
On top of these restrictions, Russia's government retaliated by seizing Google's bank accounts, prompting the shutdown of Google Russia by May 2022. Since then, Google has blocked over 1,000 YouTube channels, including those of state-sponsored media.
This recent suspension of AdSense is expected to hit major content creators hard; data indicates Russia is second only to the U.S. for YouTube web traffic. Reports suggest Russian creators are now bracing themselves for severe income drops as their revenue streams collapse.
According to Google's notification to users, affected creators can expect to receive final payouts as early as late August, contingent on them meeting payment thresholds. Early messages indicated payments would occur between August 21 and 26, but uncertainty looms over how the transitions will be managed.
Google's spokesperson offered limited comments, merely stating, "we will no longer be able to make payments to Russia-based AdSense accounts." The spokesperson emphasized the termination of accounts maintaining monetization outside of Russia.
While many speculate this action is due to Russia's tightening grip on foreign entities. A recent law prohibits advertising on websites governed by what the government labels as "foreign agents," which may include anti-Kremlin journalists and activists.
Vyacheslav Volodin, an ally of President Putin, claimed the law aims to end funding for those he calls "scoundrels" impacting soldiers and civilians during the war. This clearly demonstrates the intent behind Russia's legislation to suppress dissenting voices online.
Russian YouTuber Valentin Petukhov, who boasts over 11 million subscribers, highlighted the peculiar phrasing of Google's message and suggested it hinted at financial bypasses occurring amid Western sanctions. He noted the significant revenue drop, but emphasized it hasn't completely vanished.
Some users voiced frustrations over the vagueness of Google's notifications, expressing the need for clearer guidance on upcoming changes. Petukhov commented, "The wording is kind of strange; it's unclear what account holders should do next."
With this AdSense termination, access to YouTube is already spotty. Users have reported slow connections, hinting at underlying issues linked to Google's withdrawal of equipment updates, which has prompted some regional internet providers to reconsider their partnerships.
Despite the chaos, YouTube has maintained its role as one of the few spaces for free expression online within Russia, allowing voices critical of the Kremlin to be heard. The broader impact of this recent shutdown on anti-government sentiment remains uncertain as the platform becomes increasingly censored.
On social media, creator Katerina Gordeeva announced her suspension of work, citing legal pressures and challenges. She lamented, "We will no longer be able to work as before. Of course, we will look for ways out."
This AdSense shut down symbolizes the escalating tensions between tech companies and authoritarian regimes. The fallout from this decision could ripple across content creation landscapes, pushing Russian creators to explore alternative monetization strategies.
