The development of information and communication technologies and the formation of the global information society give rise to the study of new directions in the evolution of diplomatic practice in the digital environment, including in the context of intercultural communication. The modern information revolution is characterized by the widespread and ever-growing use of social networks, blogs, wiki resources and other media platforms (labelled under the common term of Web 2.0 technologies). At the same time, the widespread use of Web 2.0 technologies and the increasing amount of time people all over the world spend there has a broad and profound impact on political and intercultural communication and diplomatic practice. A new phenomenon of digital diplomacy is gaining prominence among the foreign policy tools of states and international organizations. Digital diplomacy can be defined as the use of social networks and Web 2.0 technologies in public diplomacy and international interaction by states and international organizations to achieve foreign policy goals and reach foreign audiences. According to the traditional view of digital diplomacy, which has developed in the academic literature, and is reflected in the works of authors such as Manuel Castells and Joseph. Nye, it helps to strengthen network ties at the level of civil societies in different countries and thus reduces international conflicts. However, cultural differences and digital polarization can impede the potential of digital diplomacy. Today, almost all states and international organizations in the global arena are involved in the practice of digital diplomacy, and Russia is no exception. Russia actively participates in digital diplomacy by using social media and Web 2.0 tools as soft power instruments to introduce and explain foreign policy initiatives and reach foreign and domestic audiences, as stated in the 2016 Doctrine of Information Security of Russian Federation. For Russia’s foreign policy, relations with the EU countries and institutions are of particular importance, including in the digital sphere. However, even though both Russia and the EU countries make extensive use of digital diplomacy tools, the practice of horizontal network interaction mediated by digital technologies does not contribute to strengthening trust between countries and reducing conflicts. The authors consider incidents and allegations in the sphere of digital interaction and, based on the theory of digital polarization, conclude that the use of digital tools in horizontal interactions within digital diplomacy exacerbates intercultural differences between countries and increases conflict instead of improving mutual understanding.