FCA Crypto Advertising Rules: What You Must Know Before Promoting Crypto in the UK

When you promote crypto in the UK, you’re not just selling a token—you’re making a financial promotion, a regulated communication that invites someone to invest in a financial product. Also known as crypto marketing, it’s governed by the Financial Conduct Authority, the UK’s main financial regulator that enforces rules on how crypto can be advertised. If you’re a project team, influencer, or exchange running ads, ignoring these rules isn’t just risky—it’s illegal.

The FCA doesn’t ban crypto ads outright, but it demands clarity, fairness, and no misleading claims. You can’t promise returns, use hype words like "guaranteed profit," or suggest crypto is a safe investment. Even calling a token "the next Bitcoin" is a red flag. The regulator also requires that all ads include a clear risk warning, like "Crypto assets are unregulated and high risk. You could lose all your money." This isn’t a suggestion—it’s mandatory. And if you’re targeting UK residents, the FCA doesn’t care if your company is based in Singapore or the Caymans. If your ad reaches a UK wallet, you’re in their crosshairs.

What’s more, crypto firms must be registered with the FCA under the Money Laundering Regulations, a set of rules requiring crypto businesses to verify users and report suspicious activity. Unregistered platforms can’t legally advertise at all. That’s why you see so many exchanges saying "not available to UK residents"—they’re avoiding the cost and complexity of compliance. Influencers aren’t off the hook either. If you’re paid to promote a token and don’t disclose the payment, or if you make exaggerated claims, the FCA can fine you or even pursue criminal charges.

The rules are tight, but they’re not impossible to follow. Many UK-based crypto projects work with legal teams to pre-approve every ad, every social post, and every YouTube script. They avoid emotional language, stick to facts, and always include the required warnings. It’s not glamorous, but it keeps them in business. Meanwhile, projects that cut corners—like those pushing high-yield staking with fake testimonials—get shut down fast. The FCA doesn’t wait for mass losses to act. They monitor social media, paid ads, and even TikTok trends.

What you’ll find below are real examples of how crypto projects got it right—or very, very wrong. From Uniswap’s clear disclosures to scams disguised as airdrops, these posts show exactly how the FCA’s rules play out in the wild. Whether you’re launching a token, running an ad campaign, or just trying to avoid getting scammed, this collection gives you the practical truth—not the marketing spin.