On Tuesday the agency announced that United Kingdom’s Advertising Standards Authority (ASA) which is the UK advertising regulator has issued enforcement notices to over 50 organizations in the country that are advertising cryptocurrencies, advising them to review their ads.

The important cause for this notice is to teach them to overview their commercials ads and make certain that it is in compliance with the present new guidance. Additionally, the instruction requires the advertisers to certainly state that cryptocurrencies are not regulated in the UK. Also, it should highlight that due to volatility risks factor value of investments can be variable which can go down. Further, they can't claim that investing in crypto is "trivial, simple, easy, or suitable for anyone" and shouldn't make any sense or reference to the urgency to invest, buy or create a fear of missing out in crypto.

The advertisements regulator warned that the organization will actively supervise for compliance and put in force sanctions in case of violations. Advertising companies promoting cryptocurrency services have until May 2 to ensure their ads meet this guideline, or they will be reported to the Financial Conduct Authority (FCA). All companies listed on the list have been subject to previous ASA rulings. Coinbase (COIN), eToro, Luno, and Crypto.com are some of the companies included in the list.

“We will continue to work closely with the ASA to tackle unclear or misleading crypto advertising,” said Sarah Pritchard, the Executive Director of Markets at the FCA. “Working alongside the FCA, we’ll take strong action against any advertiser who fails to ensure that their ads are responsible,” CEO of ASA, Guy Parker said.

After receiving additional powers by the government to regulate crypto advertising in January, the FCA announced its plan to tighten oversight of the industry.

In the United Kingdom, the ASA oversees all digital and physical promotional campaigns. Last year, it put cryptocurrency commercials on 'red alert', making crypto policing a priority. Moreover, the organization is actively stopping non-compliant crypto commercials. It has pulled down campaigns from eToro, Coinfloor, Ziglu, Coinbase, and even from London soccer club Arsenal.

Crypto promotions have emerged as a challenge for the regulators, normally due to the fact of dangers related to the investments and rampant campaigns through the companies. Earlier, the Indian commercials regulator posted a set of pointers for online and offline crypto ads.

Indrani Bose

CBW - External Analyst

INDIA