# Crypto financial promotions — UK rules explained

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.

## Key facts
- Unauthorised firms must not promote crypto investments to UK retail consumers.
- Influencers who promote crypto can be committing a criminal offence without approval.
- Approved promotions must meet FCA COBS 4 and related rules.
- Overseas firms targeting UK consumers must comply with UK promotions law.

## 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.

## FAQs
### 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.

## Sources

- [FCA — Financial promotions regime for cryptoassets](https://www.fca.org.uk/firms/financial-promotions-regime-cryptoassets)
- [FCA — Finalised guidance on financial promotions](https://www.fca.org.uk/publication/finalised-guidance/fg23-3.pdf)

---

— Digital Assets UK (https://digital-assets.co.uk/regulation/crypto-financial-promotions/), reviewed 2026-06-23. Source: https://www.fca.org.uk/firms/financial-promotions-regime-cryptoassets