The situation might seem especially problematic for a service like Google Maps, which is not only one of the most high-profile mapping services in the world, but also incorporates crowd-sourcing into its mapping process (which has resulted in quite a few awkward moments over the years). Russian politicians are keeping an eye on what the mapping company is doing, with one State Duma deputy reportedly asking authorities to check with Google as to why they hadn't portrayed Crimea as part of Russia yet.
Google is smart about these things, however, and I suspect it will be able to sidestep any controversy here. Why? Because it does it all the time already. For an example of how that happens, take a look at the disputed border between China and India.
Following a controversy over the status of Arunachal Pradesh (which is claimed by China but administered by India), Google took up a rather novel approach: showing China one thing, and India another.
So here's what happens when you go to Google.co.In and search for Arunachal Pradesh, and the province is quite clearly shown as part of India (note the Chinese characters north of the border):
Now here's how what searching for Arunachal Pradesh on Google.cn. As you can see, that border looks quite different:
There have been other times where Google appears to have used this tactic to get round controversies – Google refers to the "Persian Gulf" and the "Arabian Gulf" on Google.ua, for example.
Will Google use this tactic for Crimea? Google didn't respond to requests to comment for this story, but right now Crimea appears to remain part of Ukraine on Google Maps, even when accessed from Google.Ru, and two other disputed areas, South Ossetia and Abkhazia, are clearly shown as disputed parts of Georgia on Russian versions of Google Maps.