FCA Crypto Advertising Rules: What You Can and Can't Say in the UK

When it comes to promoting crypto in the UK, the FCA crypto advertising rules, the regulatory framework enforced by the UK Financial Conduct Authority to prevent deceptive financial promotions. These aren’t suggestions — they’re legal boundaries. If your ad promises guaranteed returns, uses fake testimonials, or hides risks behind flashy graphics, the FCA can shut you down, fine you, or even press criminal charges. The FCA doesn’t care if you’re a startup or a well-funded token team — if your ad misleads, you’re in violation.

What does that actually look like in practice? The FCA targets three big problems: false claims about profits, hidden risks, and fake credibility. For example, an ad saying "Earn 20% monthly with KALA" would be blocked — because KALATA’s airdrop ended years ago and the token has no real utility. Same goes for ads pushing "guaranteed" NFT drops like PlaceWar’s Tank Drop without clearly stating it’s speculative and not a guaranteed payout. Even using phrases like "trusted by thousands" without proof counts as misleading. The FCA also bans celebrity endorsements unless the person is fully licensed and the ad includes a risk warning in readable text. This is why Criptoloja and COREDAX — both regulated in Portugal and Korea — avoid flashy promises. They stick to facts: licensing, fees, security. That’s the only safe path under FCA rules.

The FCA doesn’t just go after big players. It’s watching every Instagram post, YouTube ad, and TikTok video targeting UK users. Even if your project is based in Nigeria or Venezuela, if UK residents see it, you’re subject to their rules. That’s why the FCA cracked down on AEX and Bit4you — platforms with zero licensing, no transparency, and ads promising easy money. The same logic applies to meme coins like SKBDI or TEMA. If your ad says "this is the next Bitcoin," you’re breaking the law. The FCA knows these tokens have no underlying value, no team, and no roadmap. Promoting them as investments is fraud.

So what’s allowed? Clear, factual, risk-aware communication. If you’re running an airdrop like TopGoal’s GOAL NFT campaign, you can say: "Claim a free NFT by completing these steps. No payment required. Tokens have no guaranteed value." That’s compliant. If you’re explaining Layer 2 solutions like Arbitrum, you can say: "These reduce Ethereum fees by 99%" — because that’s a measurable fact. But never say "this will make you rich." The FCA doesn’t care how clever your marketing is. They care if people could be fooled.

What you’ll find below are real cases where crypto projects ran afoul of these rules — or got it right. From frozen assets in the Philippines to unlicensed exchanges in Belgium, these stories show how the FCA’s rules protect real people from hype, not just regulate businesses. Whether you’re a trader, a creator, or just trying to understand what’s safe to click on, this collection gives you the unfiltered truth — no fluff, no promises, just what the law actually says and how it’s enforced today.