Web3 Regulations: What Crypto Projects Should and Shouldn’t Do in Marketing

Blockchain innovations are powering everything from decentralised finance (DeFi) to NFTs. This enabled decentralised autonomous organisations (DAOs) and crypto projects to crop up at an incredible pace. 

Nevertheless, as this ecosystem expands, so does the scrutiny. For crypto founders and marketers, understanding how to market legally and ethically is essential.

This guide breaks down what you need to know about Web3 regulations to stay compliant and grow your project the right way.

Why Marketing Compliance Is Crucial in the Crypto Industry

Marketing in crypto is different from traditional industries. One misstep can result in:

• Legal action from regulators
• Account bans from ad platforms
• A damaged brand and loss of investor trust

In the UK, the Financial Conduct Authority (FCA) has intensified its oversight of digital asset promotions. It mandates that any communication promoting your crypto assets must be fair, clear, and not misleading.

Adding to the challenge is Google’s advertising policy. Crypto-related ads remain banned in the UK. This restriction applies regardless of licensing, making organic and alternative channels even more vital.

What Should You Do When Marketing

1. Build Brand Trust with Transparency

One of the biggest red flags in the crypto industry is anonymity. Marketing your project with vague team details or hiding identities undermines your credibility. You should instead:

• Show your real names, LinkedIn profiles, and the bios of your team.
• Be open about your project’s utility, tech stack, and roadmap.

Avoid leading with token price predictions or promises of exponential growth. Focus on how your product solves your customers’ problems.

2. Follow Advertising Platform Policies

Many advertising platforms have stringent rules on financial content:

• Google Ads: In the UK, Crypto ads are not allowed, even for registered firms. Attempting to bypass this may result in account suspension.
• Social media platforms: Twitter/X, Meta, and TikTok all have rules governing how financial content, particularly crypto, is promoted.

Familiarise yourself with each platform’s advertising policies before launching a campaign.

3. Engage Legal and Compliance Experts Early

Compliance isn’t something to figure out after a campaign launches. Proactively consult legal professionals:

• Consider talking to law firms that specialise in crypto marketing regulations.
• Use the legal guidance to help customise your campaigns to local laws and reduce your exposure to penalties.

4. Focus on Community and Education Over ROI

Web3 is built on decentralised communities. Winning long-term trust means:

• Sharing your educational content, explainers, and case studies.
• Hosting AMAs (Ask Me Anything sessions) and community events.
• Promoting real engagement rather than speculative hype.

Avoid messaging that centres solely on returns or market speculation.

What Your Crypto Project Should Avoid

1. Avoid Financial Promises or Investment Language

The FCA has made it clear. Misleading financial promotions are unacceptable. Your crypto marketing should not:

• Guarantee returns or use phrases such as “double your investment” or “get rich fast”
• Imply that buying tokens is a secure or low-risk activity

Such messaging can trigger investigations or takedowns.

2. Don’t Use Paid Influencers Without Disclosure

Influencer marketing must follow all applicable laws:

• Disclose all paid partnerships clearly (e.g. #Ad or #Sponsored).
• Ensure your influencers do not make unverified or misleading claims.

The Advertising Standards Authority (ASA) has issued warnings to crypto brands for failing to disclose influencer partnerships properly.

3. Don’t Ignore KYC/AML Messaging in Promotions

If your platform requires KYC (Know Your Customer) or follows Anti-Money Laundering (AML) protocols:

• Mention this clearly in your messaging.
• Avoid promoting frictionless signups if your users will later face identity checks.

Honesty about these processes helps you avoid user frustration and builds trust.

4. Don’t Target Restricted Territories with Global Campaigns

Running global ad campaigns without localisation is risky. Instead:

• Use geo-fencing and regional ad settings.
• Customise your content to local laws and cultural sensitivities.

This will protect your Crypto brand from advertising breaches and irrelevant traffic.

Blokpoint’s Role in Helping Your Crypto Project Stay Compliant

At Blokpoint, we specialise in SEO and Google Ads specifically for blockchain, Web3, and NFT projects. With deep knowledge of global ad policies and the regulatory environment, we help:

• Craft compliant messaging that resonates with your audience
• Plan marketing campaigns around organic growth when your ads are restricted
• Build trust-driven content that avoids financial or promotional pitfalls

Our “done-for-you” marketing packages ensure every campaign is strategic, compliant, and results-oriented.

Conclusion

Navigating the murky waters of crypto marketing regulations can be challenging.
Nevertheless, this is not op[optional.

If you want to build a sustainable Crypto brand, you must prioritise compliance, transparency, and education. Marketing with integrity not only avoids legal issues but also earns the trust of your community, investors, and future users.

Need help navigating the crypto marketing laws? Partner with Blokpoint, your expert Crypto marketing agency. Contact us today for compliant, results-driven campaigns.