On 10 August 2023, the UK Financial Conduct Authority (FCA) closed its consultation on its new advertising rules for crypto assets. The new rules aim to regulate how cryptoassets can be promoted to UK consumers, and reduce and prevent potential harm to consumers from investing in cryptoassets. The new rules would allow cryptoassets to be mass marketed to UK consumers subject to certain restrictions, including clear risk warnings, banning incentives to invest, positive frictions, client categorisation requirements and appropriateness assessments.
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