Crypto-promoting firms have breached the United Kingdom’s new crypto marketing rules at least 221 times since coming into force in early October, says the country’s financial regulator.
In an Oct. 25 statement, the U.K. Financial Conduct Authority (FCA) said since the Oct. 8 crypto promotion rules came into place, firms are still failing to provide visible enough risk warnings, provide adequate information about risks, and are making claims about the safety, security or ease of using crypto without highlighting the risks involved.
The FCA’s latest warning count comes after it said on Oct. 9 that it issued 146 alerts on breaches of the new rules in the 24 hours after the new regime went live.
Find out the 3 common issues we’ve identified with #cryptoasset financial promotions.
While many of the FCA’s crypto-related alerts appear to be illegitimate schemes offering high-yield returns on crypto investments, the FCA has taken action against seemingly legitimate businesses as well.
An Oct. 10 statement noted it had placed restrictions on Rebuildingsociety — the FCA-regulated firm Binance partnered with to approve its marketing and communications to comply with the FCA’s new rules. Binance subsequently halted onboarding new U.K. users.
“We expect authorized firms approving the financial promotions of cryptoasset firms to take their regulatory obligations seriously,” the FCA statement said. “Where this is not happening, we will take action.”
It added it’s working with social media platforms, app stores, search engines, domain name registrars and payment providers to remove, block and stop the flow of funds to banned promotions.
Under the new rules, crypto-related ads can only be promoted or approved by FCA-authorized or regulated firms and applies to all businesses — even those without a U.K. presence.
The promotions must have “prominent risk warnings” and not incentivize investing in crypto. Promotions typical in overseas markets such as referral bonuses and memes are banned and restricted in the U.K.
Transak compliance head James Young told Cointelegraph the FCA’s regime is “very challenging” for businesses to implement but believes the consumer protection will increase adoption “on an exponential scale.”
The US Securities and Exchange Commission says it does not view memecoins as securities but warned any fraudulent tokens could still be subject to enforcement actions by other regulators.
The agency’s Division of Corporation Finance said in a Feb. 27 statement that, in its view, memecoins “do not involve the offer and sale of securities under the federal securities laws” and “are akin to collectibles.”
“As such, persons who participate in the offer and sale of meme coins do not need to register their transactions with the Commission,” the SEC said.
It added that memecoin buyers and holders wouldn’t be protected by US securities laws but said the fraudulent offer and sale of memecoins “may be subject to enforcement action or prosecution by other federal or state agencies.”
The SEC added it shared its views “as part of an effort to provide greater clarity on the application of the federal securities laws to crypto assets.”
US President Donald Trump has moved to cull the SEC’s regulatory oversight of the crypto space, looking to make good on one of his campaign promises. The agency launched a Crypto Task Force last month to create a framework for digital assets.
Trump and first lady Melania Trump themselves had launched memecoins just days before they entered the White House on Jan. 20, which sparked criticism from many crypto commentators and some of Trump’s supporters.
Donald Trump’s memecoin, Official Trump (TRUMP), is down nearly 83% from its peak, while Melania Trump’s token, Melania Meme (MELANIA), is down 93.5% from its high, accordingto CoinGecko.
The TRUMP memecoin hit a peak of $73.43 a day before Trump assumed office but is now trading at around $12.66. Source: CoinGecko
The SEC’s statement comes after ABC News reported the same day that US House Democrats are set to introduce a bill banning public officials, including presidents, from being able to issue, sponsor or endorse any security, commodity or digital asset, including memecoins.
In its statement, the SEC said that memecoins “typically have limited or no use or functionality” and “tend to experience significant market price volatility.”
It added a memecoin doesn’t fit with “any of the common financial instruments specifically enumerated in the definition of ‘security’” — such as stocks or bonds — as they don’t give a yield or rights to “future income, profits, or assets of a business.”
The SEC said a memecoin doesn’t fit under the definition of an “investment contract” under the securities-defining Howey test — defined as money invested in a common enterprise, such as a business, where investors have an expectation of profiting from the efforts of others.
“The offer and sale of meme coins does not involve an investment in an enterprise nor is it undertaken with a reasonable expectation of profits to be derived from the entrepreneurial or managerial efforts of others,” the agency said.
“In other words, a meme coin is not itself a security.”
The SEC added that its statement doesn’t apply to memecoins inconsistent with its description of one, or any products labeled as a memecoin in a bid to hide from securities laws “by disguising a product that otherwise would constitute a security.”
“The Division will evaluate the economic realities of the particular transaction,” it said.
SEC Commissioner Hester Peirce, who is leading the agency’s Crypto Task Force, said earlier this month that many memecoins “probably do not have a home in the SEC under our current set of regulations.”
Recent efforts to “debank” crypto firms in the US revealed a “staggering” level of corruption among government officials, and the problem is not yet resolved, one banking executive said in a Feb. 27 interview during Bitcoin Investor Week.
“The magnitude of skullduggery that is happening in Washington D.C. is really incredible… and it’s not over yet,” Caitlin Long, Custodia Bank’s founder and CEO, said during a panel at the event.
In 2023, the US Federal Reserve, which regulates banks, stymied Custodia’s efforts to service crypto firms by denying the bank access to a master account, citing Custodia’s involvement in “crypto-asset-related activities.”
A master account would allow the bank to custody assets directly with the central bank and access payment rails for inter-bank transfers. Custodia took legal action against the Fed in a bid to reverse the decision.
Custodia Bank CEO Caitlin Long speaks at Bitcoin Investor Week. Source: Cointelegraph
Industry outrage over alleged debanking reached a crescendo when a June 2024 lawsuit spearheaded by Coinbase resulted in the release of letters showing US banking regulators asked certain financial institutions to “pause” crypto banking activities.
US President Donald Trump, who started his term on Jan. 20, has criticized the prior administration’s approach to crypto-friendly banks and vowed to better integrate cryptocurrencies, including stablecoins, into the regulated financial system.
In a Jan. 23 executive order, Trump told agencies to prioritize “fair and open access to banking services” for digital asset firms.
Stablecoin scrum
However, the battle for regulatory clarity isn’t over, Long said. Instead, it has evolved into a multi-directional fight among different types of stablecoin issuers seeking preferential rules, she said.
There is an ongoing “scrum between the big banks… and the incumbent stablecoin issuers, and then there’s Tether,” which is not based in the US, Long said.
The result has been “this incredible flow of money that has gone from the banks and the crypto industry to people in [Washington] D.C., and they’re all going to fight,” Long said.
“I don’t know how it’s going to come out,” she added.
The Finance Ministry of Pakistan is considering forming a “National Crypto Council” to explore the legalization of cryptocurrencies in the country, according to a report from local publication Dawn. The change in position came after Finance Minister Muhammad Aurangzeb had a meeting on digital assets with a foreign delegation that included US President Donald Trump’s advisers.
According to the report, the crypto council will be made up of key government representatives, regulatory authorities and industry experts. It will oversee policy development, address regulatory challenges, and ensure that the country’s crypto ecosystem evolves in a sustainable and secure manner.
Pakistan has over 20 million residents involved in crypto, but they face significant challenges, including high transaction fees. Aurangzeb directed the stakeholders to create a framework that would ensure economic viability and regulatory compliance while protecting against financial crimes and illicit activities.
Pakistan’s preliminary move to legalize cryptocurrency is in line with global trends. The United States, Europe, the United Arab Emirates and other countries have taken preliminary steps over the past year to increase industry regulation, which may increase innovation while bettering consumer protection.
In years past, the Finance Ministry and State Bank of Pakistan opposed the idea of cryptocurrencies. Aisha Ghaus Pasha, a previous Pakistani Minister of State for Finance and Revenue, once said that cryptocurrencies would never be legal in the country and that the State Bank sought to ban all cryptocurrencies in January 2022.
However, Finance Minister Aurangzeb asked authorities to approach the legalization and regulation of crypto in the country with “an open mind.” In November 2024, the State Bank of Pakistan announced a package of proposals that would have paved the way for a central bank digital currency, or CBDC, and the buying, selling and trading of crypto.
According to Dawn, the foreign delegation that met with Aurangzeb included Gentry Beach Jr., a business associate of President Trump; Nikita Goldsmith, a tech entrepreneur; Alex Malkov, a consultant for blockchain firms; and Jerad Finck, CEO of Cosmic Wire. The delegation’s visit was not announced by the US Embassy.