As the clock ticks toward the implementation of the crypto asset financial promotions regime on October 8, 2023, the UK's Financial Conduct Authority (FCA) has engaged in a diverse range of regulated crypto asset firms to assess their readiness.

According to the watchdog, some firms have overlooked the broad aspect of financial promotions, focusing primarily on traditional advertising and neglecting the content of their digital promotions. According to the FCA, the definition of financial promotion is broad, encompassing websites, blogs, mobile apps, and various forms of content.

FCA Defines Financial Promotions Regime

The FCA has observed that compliance with the regime's territorial scope for firms operating globally can be a complex challenge. In light of this, the best-prepared firms have established clear controls, implementing geo-blocking and KYC/AML measures to prevent consumers in the UK from accessing promotions intended for other markets.

"The use of social media to promote financial services, including crypto assets, presents some particular issues and challenges," the FCA stated. "In July 2023, we issued GC23/2 consulting on updated guidance on financial promotions on social media. We recommend that all crypto asset firms intending to promote to consumers in the UK consider this proposed guidance."

Additionally, the regulator has found out that some firms aim to boost brand awareness through sports sponsorship deals, like partnerships with UK-based companies. In light of this, the FCA has warned that companies should be cautious as any financial promotion rules apply to brand advertising beyond specific categories.

Crypto Asset Firms Plan for Implementation

The UK's financial sector authority has emphasized the need for clear accountability among crypto asset firms ahead of the new regime. It stated that the best-prepared firms have designated senior individuals, like CEOs or COOs, with overall responsibility for compliance . In contrast, the least prepared firms have distributed responsibility among multiple individuals, leading to confusion.

Creating precise formats for risk warnings remains a work in progress for many firms. Compliance with prominence requirements, such as the positioning of risk warnings and font size selections, is important according to the FCA. Prepared firms have examples of how risk warnings will be presented, ensuring a customer-friendly approach.

Meanwhile, Finance Magnates reported about three weeks ago that the FCA had set clear expectations for crypto businesses operating in the UK regarding compliance with the Travel Rule. Starting from September 1, 2023, crypto enterprises in the country are required to adhere to the Travel Rule, which mandates the collection, verification, and sharing of important information related to the transfer of crypto assets.