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FCA & regulation

Crypto financial promotions — UK rules explained

Quick answer: From 8 October 2023, crypto promotions to UK consumers must be made or approved by an FCA-authorised firm (unless an exemption applies). Promotions must include standardised risk warnings and must not downplay the risk of losing all your money.

UK law restricts who can promote cryptoassets to consumers. The rules aim to ensure promotions are fair, clear and not misleading — with prominent risk warnings.

Reviewed by Digital Assets Team
Not financial advice. This guide is general information only, fact-checked against UK government sources. It is not a personal recommendation. Cryptoassets are high-risk. You may lose all the money you invest.

Who can approve promotions

Only FCA-authorised persons — or firms registered under the MLR regime where permitted — can approve crypto financial promotions for communication to UK consumers. The approving firm takes regulatory responsibility for the content.

Required risk warnings

FCA rules prescribe risk warnings for crypto promotions, including that you should not invest unless prepared to lose all the money and that crypto is a high-risk investment. Warnings must be prominent and not obscured by design or placement.

Social media and influencers

The FCA has warned that social media promotions of crypto are subject to the same regime. Paid or incentivised posts targeting UK consumers need approval. Reposting or sharing non-compliant promotions can also breach the rules.

Frequently asked questions

Can a foreign exchange advertise in the UK?+

If the promotion is capable of having effect in the UK, it must comply with UK financial promotions rules regardless of where the firm is based.