Crypto Under Control: Europe Regulates Advertising for Digital Assets

The French Advertising Regulatory Authority (ARPP) has just adopted a new recommendation on crypto-asset advertising, aligned with the European MiCA regulation. The goal is to protect the general public and establish transparency rules ahead of the European framework’s full implementation in 2026. This marks a revolution for advertisers, platforms, and influencers.
 

A Finally Harmonized European Framework
The crypto-asset sector will no longer be exempt from regulation. On October 8, 2025, the ARPP Board of Directors adopted an updated version of its “Crypto-Assets” Recommendation, a reference document for brands and agencies. This document now incorporates the requirements of European Regulation 2023/1114, known as MiCA (Markets in Crypto-Assets), which was adopted in Brussels in May 2023 and has been phased in since 2024.
 

Specifically, this recommendation sets standards for advertising communications by industry participants—trading platforms, token issuers, digital asset service providers (DASPs), and future crypto-asset service providers (CASPs). The goal is to ensure that advertisements are clear, accurate, and not misleading, particularly regarding the risks of capital loss.
 

This update was developed with the support of the French Financial Markets Authority (AMF) and the French Prudential Supervision and Resolution Authority (ACPR), long-standing partners of the ARPP. It provides further details on the transitional period: by June 30, 2026, PSANs that are already registered must obtain their MiCA authorization to continue operating, while new entrants must comply with the new rules immediately.
 

This gradual approach helps avoid a “drastic” impact on the sector, while strengthening consumer protection. Misleading or incomplete communications—which are often the source of financial scams—will now be regulated in the same way as traditional financial products.
Influencers and advertisers under scrutiny
 

The new recommendation is not limited to institutional content. It extends to commercial influence and digital marketing. The ARPP reiterates that any partnership or sponsored content must clearly state that it is advertising, or face penalties. The regulator has also updated its Certificate of Responsible Commercial Influence—the “Financial Advertising” option—in collaboration with the AMF, to raise awareness among content creators about the risks associated with promoting speculative assets.
 

Risk warning messages must now be legible, audible, and visible, regardless of the platform (social media, billboards, print media, TV). Issuers must also verify their compliance using the whitelists and blacklists published by the AMF and the ACPR to prevent the dissemination of fraudulent or unapproved offers.
 

This move toward stricter standards is not intended to stifle innovation, but to foster a climate of trust. “The goal is to promote responsible and educational advertisements that do not play on emotions or the lure of quick profits,” emphasizes Stéphane Martin, executive director of the ARPP. This approach is shared by European authorities, who are convinced that regulating communications is a key step toward the maturity of the crypto market.
 

A New Era of Trust
In reality, this reform marks a symbolic turning point: the shift from a “Wild West” market to a regulated ecosystem comparable to other asset classes. Europe is emerging as a global pioneer in establishing a unified and predictable legal framework for crypto-assets, while the United States is still wavering between a federal approach and a patchwork of regulations.
 

For industry stakeholders, this transition requires rethinking marketing messages, training legal teams, and collaborating more closely with authorities. But in the long term, it could strengthen the industry’s credibility and encourage institutional investors to increase their exposure to it.
 

The message is clear: crypto-assets are no longer an exception. They now fall fully within the scope of European financial law, with its safeguards, obligations, and controls. And for advertisers and influencers alike, the time has come for responsible communication—not only to avoid penalties, but above all to build lasting trust between issuers and investors.
 

Source: Advertising Professional Regulatory Authority (ARPP), “Recommendation on Crypto-Assets,” October 17, 2025; Regulation (EU) 2023/1114 of the European Parliament and of the Council of May 31, 2023 (MiCA).