Advertising is essential for any business, whether through word-of-mouth for small firms, print media, or television commercials. Ads in the Internet age are largely focused on Google, Facebook, YouTube, Twitter, Instagram, and third-party websites.
"Sell the sizzle, not the steak," as the phrase goes.
However, advertising has become a luxury that is being snatched away from bitcoin businesses around the world. "You can sell your Bitcoin, but don't tell anyone," regulators and certain advertising platforms appear to be repeating.
The crypto ad cleanup has reached Singapore, Spain, and the United Kingdom.
The most recent infringement on the freedom to market Bitcoin businesses occurred in Singapore. The Monetary Authority of Singapore (MAS), the country's central bank, recently established new crypto advertising guidelines. The Malaysian Anti-Money Laundering Commission (MAS) has prohibited the promotion of any cryptocurrency items in public areas. In one of the strongest crackdowns to date, these range from billboards to social media.
Is it the basis for prohibiting cryptocurrency advertisements? They trivialise a dangerous endeavour.
DPT service providers shall not represent DPT trading in a way that minimises the substantial risks of DPT trading, and they should not promote their DPT services in public locations in Singapore or through any other medium geared at the general public in Singapore.
DPTs are digital payment tokens, or simply any other type of cryptocurrency. Exchanges, wallets, brokers, and other Bitcoin firms are no longer permitted to advertise on "public transportation, public transportation venues, broadcast media or periodical publications, third party websites, social media platforms, public events, or roadshows."
Bitcoin firms can only advertise their products through their official social media accounts, and even those posts must follow certain guidelines. They are also barred from utilising social media influencers to promote their products.
When it comes to social media influencers, Spain is paying close attention. The country's financial services authority, known as the Comisión Nacional del Mercado de Valores, recently mandated that influencers provide ten days' notice before advertising any bitcoin product.
According to CNF, influencers must also include the following notice on their posts:
Crypto-asset investments are unregulated. They may not be suitable for retail investors, and the entire investment amount may be lost.
The Advertising Standards Agency in the United Kingdom has likewise increased its crackdown on cryptocurrency advertisements. It recently spat with Arsenal, one of the country's most powerful football clubs, over what it called a deceptive cryptocurrency advertisement. Arsenal promoted its fan tokens on its own website and social media channels, but the ASA deemed the advertisement inappropriate.
Arsenal was forced to remove the advertisement, and in the future, it must make it clear that fan tokens are also crypto-assets and that "the value of investments in crypto-assets was unpredictable and crypto-assets were uncontrolled."
The ASA has taken action against cryptocurrency companies such as Crypto.com, which it claims has encouraged consumers to acquire Bitcoin using credit cards, incurring debt in the process. Other casualties include EToro, Luno, Coinbase Europe, Exmo Exchange, Coinburp, and Payward.
Her Majesty's Treasury has now stepped in. It recently stated that it aims to tighten the laws governing cryptocurrency advertisements in order to ensure that they are consistent with other financial assets.
Why is there a ban on cryptocurrency advertisements?
Regulators are currently clamping down on crypto advertisements. However, in the past, even ad networks have been hostile to crypto adverts.
To mention a few, Google, Facebook, Twitter, and LinkedIn have all banned crypto advertisements, either completely or partially. As the market grew and became more mainstream, they would reverse their decision and lift the bans. Some, such as Facebook, have even returned to the industry they once fought. Facebook, now known as Meta, is working on NFT integration, as CNF previously revealed. Diem is a stablecoin initiative run by the social networking company.
To be sure, there have been a number of fraudulent cryptocurrency projects that have recruited users via advertisements. These were at an all-time high during the ICO phase, which is what the tech behemoths stated as the rationale for banning all crypto advertisements entirely.
However, throwing the baby out with the bathwater is not the solution. Many legitimate businesses that provide real value have been harmed as a result of this strategy, as they have been refused access to advertising networks. This is the same stance that some radicals have taken, stating that because Bitcoin has been used in several ransomware attempts, cryptocurrency should be outright banned.
The most effective strategy is to punish the bad apples. This is something that regulators and even platforms like Google and Facebook do with other businesses. For example, the number of fraudulent FX firms is fairly significant, possibly even greater than in cryptocurrency. However, the technique taken to deal with this is aware that there are more real projects than frauds. So, why not apply the same logic to cryptocurrencies?