When you see a crypto ad on social media or TV in the UK, it’s not just marketing—it’s regulated by the FCA crypto advertising rules, rules set by the UK’s Financial Conduct Authority to prevent misleading crypto promotions and protect retail investors. Also known as financial promotion rules, these regulations require crypto firms to be authorized, avoid hype, and clearly state risks before they can advertise to UK residents. This isn’t about stopping innovation—it’s about stopping scams that promise quick riches with no proof.
These rules directly affect how exchanges, token projects, and influencers operate. If a company promotes a crypto asset in the UK without FCA approval, it’s breaking the law. That’s why you won’t see ads from unlicensed platforms like fake exchanges or meme coins with no team. The FCA doesn’t ban crypto—it bans dishonest marketing. For example, ads that say "guaranteed returns," "risk-free profits," or use celebrity endorsements without clear disclaimers get shut down fast. Even influencers who don’t disclose paid partnerships are now being targeted. The FCA also requires all ads to include a risk warning, like "Your capital is at risk," in a readable size and format.
These rules don’t just apply to big brands. If you’re running a crypto project and targeting UK users—even through Discord, Twitter, or YouTube—you need to comply. The FCA has cracked down on airdrop promotions, DeFi yield ads, and NFT hype campaigns that mislead people into thinking they’re getting free money. Real projects now focus on transparency: linking to whitepapers, showing team members, and avoiding emotional language. The goal isn’t to scare people away from crypto—it’s to make sure people know what they’re getting into.
What does this mean for you as a trader? You’re protected from flashy, false promises. But you also need to be smarter. If an ad looks too good to be true, it probably is—and it’s likely breaking FCA rules. Look for the FCA registration number on a platform’s website. If it’s not there, walk away. The FCA publishes a list of unauthorized firms, and you should check it before depositing any money. This isn’t about bureaucracy—it’s about keeping your funds safe.
The posts below cover real cases where these rules shaped what happened: from UK-based exchanges like Xcalibra navigating licensing to Nigerian and Vietnamese traders facing similar controls. You’ll find breakdowns of failed tokens that ran illegal ads, how VPN users bypass restrictions, and why some airdrops disappeared overnight. These aren’t just stories—they’re lessons in how regulation impacts real crypto decisions. Whether you’re in the UK or trading from abroad, understanding these rules helps you avoid traps and spot legitimate opportunities.
23 November
The UK's FCA now bans most crypto advertising to the public, requiring personalized risk warnings, 24-hour cooling-off periods, and strict audience vetting. Here's what the rules mean for investors and firms.
