UK Crypto Ad Restrictions: What You Need to Know About the New Rules

When the UK crypto ad restrictions, a set of regulations enforced by the Financial Conduct Authority to limit misleading cryptocurrency advertising. Also known as FCA crypto advertising rules, these rules force crypto companies to prove their products are suitable for retail investors before running ads. The crackdown started in October 2023, and since then, dozens of crypto ads have been pulled from TV, social media, and billboards across the UK. It’s not about banning crypto—it’s about stopping hype. If a company can’t show clear risk warnings, explain how the product works, or prove it’s registered with the FCA, their ads get blocked.

This affects more than just big exchanges. Even crypto influencers who post about tokens without clear disclaimers are now at risk. The FCA, the UK’s financial watchdog responsible for regulating crypto advertising and protecting consumers doesn’t care if you’re promoting a meme coin or a DeFi protocol—if the ad looks like a guarantee of profit, it’s illegal. The financial promotions regime, the legal framework requiring all crypto promotions to be approved by an FCA-authorised firm means even small creators need to get their content signed off. You can still talk about crypto in the UK, but you can’t say "earn 50% APY" or "risk-free investment" without backing it up with facts and warnings.

What’s left? Legit projects with real utility—like regulated exchanges, institutional custody services, or tokens with clear use cases—are still allowed to advertise. But they have to be transparent. No more flashy celebrity endorsements without fine print. No more countdown timers promising "limited-time bonuses." The UK crypto ad restrictions are forcing the industry to grow up. And while some see it as a setback, others say it’s the clean-up the space needed. Below, you’ll find real examples of what got banned, what’s still allowed, and how users and companies are adapting to the new reality.