Crypto Under Control: Europe Regulates Digital Asset Advertising

A Finally Harmonized European Framework

The crypto-asset sector will no longer escape regulation. On October 8, 2025, the ARPP Board of Directors adopted an updated version of its « Crypto-assets » Recommendation, a key document for brands and agencies. This document now incorporates the requirements of the European Regulation 2023/1114, known as MiCA (Markets in Crypto-Assets), which was adopted in Brussels in May 2023 and has been gradually coming into effect since 2024.
In practical terms, this recommendation sets the standards for advertising communications in the sector—exchange platforms, token issuers, digital asset service providers (PSAN), or future PSCA (crypto-asset service providers). The goal: to ensure advertisements are clear, accurate, and non-misleading, especially regarding capital loss risks.
This update was developed with support from the Autorité des Marchés Financiers (AMF) and the Autorité de Contrôle Prudentiel et de Résolution (ACPR), the ARPP's long-standing partners. It introduces clarifications on the transitional regime period: until June 30, 2026, registered PSANs must obtain their MiCA authorization to continue operating, while new entrants must immediately comply with the new rules.

Influencers and Advertisers Under Scrutiny

The new recommendation is not limited to institutional content. It extends to commercial influence and digital marketing. The ARPP reminds that any partnership or sponsored content must clearly indicate its advertising nature, or face penalties. The regulator has also updated its Certificate of Responsible Commercial Influence – with a « Financial Advertising » option, in collaboration with the AMF, to raise awareness among content creators about the risks associated with promoting speculative assets.
Warning messages about risks will now need to be readable, audible, and visible, regardless of the platform (social media, displays, press, TV). Issuers will also need to verify their compliance through the whitelist and blacklist published by the AMF and ACPR, to avoid disseminating fraudulent or unauthorized offers.
This tightening of rules is not intended to stifle innovation but to establish a climate of trust. « The goal is to promote responsible and educational advertising that doesn't exploit emotions or the lure of quick profits, » says Stéphane Martin, director general of the ARPP. This is a direction shared by European authorities, who are convinced that regulating communications is a key step towards the maturity of the crypto market.

A New Era for Trust

In reality, this reform marks a symbolic turning point: the transition from a « Wild West » market to a regulated ecosystem akin to other asset classes. Europe is establishing itself as a global pioneer with a unified and predictable legal framework for crypto-assets, while the United States is still wavering between a federal approach and a regulatory patchwork.
For industry players, this transition requires rethinking marketing messages, training legal teams, and collaborating more closely with authorities. In the long term, however, it could enhance the sector's credibility and encourage institutional investors to increase their exposure.
The message is clear: crypto-assets are no longer an exception. They are now firmly within the realm of European financial law, with its safeguards, obligations, and controls. For advertisers and influencers alike, the time has come for responsible communication—not just to avoid sanctions, but to build lasting trust between issuers and investors.