UK Watchdog Clamps Down on Crypto Firms for ‘Misleading’ Advertisements

More than 50 cryptocurrency companies have been put on notice for “misleading” and “irresponsible” advertisements

article-image

Crypto roadside advertisement | Source: Shutterstock

share

key takeaways

  • The UK Advertising Standards Authority previously scrutinized ads from Coinbase
  • Agencies in Spain and Singapore have also warned firms for promotions

A UK regulator sent over 50 crypto companies enforcement notices to review their advertisements – joining a growing list of countries cracking down on promotions in the nascent space.

On Tuesday, the UK Advertising Standards Authority (ASA) threatened firms with targeted sanctions if “problem ads” continue after May 2.

“This is a ‘red alert’ priority issue for us and we’ve recently banned several crypto ads for misleading consumers and for being socially irresponsible,” the watchdog said in a statement.

The ASA said companies should not call investing in cryptocurrencies “trivial” or “suitable for anyone.” Additionally, they can’t create a “fear of missing out” on investments in the digital asset class.

The advertising watchdog did not publicly name the companies it had contacted. ASA, however, said they had previously banned Coinbase and Papa John’s ads.

An estimated 2.3 million UK consumers are holding crypto, according to a June FCA report

Susannah Streeter, a senior investment analyst at British financial services company Hargreaves Lansdown, told Blockworks the ASA could only censure firms after the ads are out.

“The rollercoaster ride is set to continue, given that crypto assets are also highly sensitive to the fortunes of the stock market and were propelled higher in an era of ultra-cheap money,” Streeter said in an email. “As speculation swirls about how rapidly central banks will tighten mass bond buying programmes and start raising interest rates, given soaring inflation, they are likely to stay volatile.”

Last year, the ASA investigated Arsenal Football Club for promoting crypto tokens to fans because it “failed to illustrate the risk of the investment.”

ASA’s enforcement notices follow rules outlined by Spain’s national securities market commission on Jan. 17. The agency’s new circular aims to ensure “advertising of the products offers true, understandable and non-misleading content and includes a prominent warning of the associated risks” of crypto.

The Monetary Authority of Singapore, meanwhile, on Jan. 18 urged digital payment tokens providers to not play down crypto risks. Regulated providers, including banks and financial institutions, are now barred from promoting their services except via their own social media, websites or mobile apps.


Get the news in your inbox. Explore Blockworks newsletters:

Tags

Decoding crypto and the markets. Daily, with Byron Gilliam.

Upcoming Events

Old Billingsgate

Mon - Wed, October 13 - 15, 2025

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

recent research

Research Report Templates.png

Research

Content Delivery Networks (CDNs) represent low-hanging fruit in a massive market ripe for Web3-driven disruption. The global CDN market was valued at ~$28B in 2024, and is projected to surpass $140B by 2034, (18.75% CAGR) underscoring the immense demand for efficient content delivery.

article-image

Trading on OTC Markets since 2019, the Grayscale Digital Large Cap Fund currently holds BTC, ETH, SOL, XRP and ADA

article-image

Long before BlackRock’s ETF, there was the Winklevoss Bitcoin Trust

article-image

Mainnet goes live with a 16-node federation, promising five-second block times, low fees and Bitcoin-native DeFi

article-image

Sponsored

WalletConnect Certified is not just a recognition program, it’s a movement to improve how users onboard, transact, and engage across the onchain ecosystem

article-image

In crypto investing, quantity has a quality all its own.