Crypto marketing

Article 7 of MiCA covers communications concerning public offers or trading admissions for crypto-assets other than stablecoins. A marketing communication must be clearly identifiable as such, fair, clear and not misleading, and consistent with the crypto-asset white paper. The marketing communication must say that a white paper has been published, give the website, a phone number and an email address, and carry a prominent statement that no competent authority in the EU has reviewed or approved it and that the offeror alone is responsible for its content. Where a white paper is required, no marketing may go out before the white paper is published.

Stablecoins have parallel articles in the regulation: Article 29 for asset-referenced tokens and Article 53 for e-money tokens, whose marketing must state that holders can redeem at any time and at par value. Article 66 applies the fair, clear and not misleading standard to the information crypto-asset service providers give their clients, marketing included.

The supervisor of the member state where a communication is shown can assess it, not only the supervisor that licensed the firm. A campaign aimed at German users can therefore be checked by BaFin even if the firm holds its CASP license in Austria or Malta. A paid influencer post that does not say it is advertising is hard to square with the first requirement of Article 7. The Finfluencer Circle connects finance influencers in Germany, and MiCA in Germany covers the license side.

Crypto marketing for an institutional buyer must explain the service and the responsibilities that accompany it. A bank assessing custody, tokenization or stablecoin infrastructure needs information about authorization, security controls and operating processes before a commercial discussion can progress. A product briefing or a focused professional discussion lets the provider address those questions with relevant specialists.

Exchanges and stablecoin issuers have used Finance Loop events for this. Bybit EU and Circle, the issuer of USDC and EURC, held their roadshow in Frankfurt with support from Finance Loop, and OKX Institutional presented the Sibos 2025 side event with Frankfurt Main Finance.

Crypto companies can ask Finance Loop to research finance creators whose audiences match the product and intended market. The brief identifies the type of platform or service, the relevant audience and the people authorized to approve prospective contacts. A creator discussing trading tools needs a different product explanation from an institutional custody specialist. An outreach contact can be a key opinion leader, or KOL, whose audience follows their specialist financial work.

Finance Loop can assess topic coverage and audience relevance, prepare a shortlist and approach contacts approved by the company. German-language KOL outreach can include a personal first message, telephone or email follow-up and a shared introductory call where agreed. Contact reports show which discussions need a response or a next action.

The company campaign team receives the introduction and continues the commercial discussion. That team negotiates paid creator deals, agrees media terms and approves any campaign content. Finance Loop can coordinate the contact handover and agreed follow-up within a defined outreach assignment.

The Impact Program describes existing network formats for digital asset companies, while the network services explain professional access and company support. Companies can also discuss relevant finance audiences through the partner programs. An outreach assignment has its own scope and does not inherit a sponsorship price.

Crypto marketing explains crypto-assets and the services provided by companies that issue, trade or hold them. The applicable rules depend on the asset, service and type of communication. Within its scope, MiCA requires marketing to be identifiable, fair, clear and not misleading.

Article 7 of MiCA requires an in-scope marketing communication to state that no competent authority has reviewed or approved it. The article also allows the authority where the communication is disseminated to assess compliance. The relevant provider must establish which rules and approval responsibilities apply to the planned communication.

Crypto marketing usually concerns crypto-assets and services such as trading or custody, while web3 marketing also describes blockchain applications and protocols. A campaign brief should identify the product and intended activity before deciding which rules apply. An offer or trading admission within MiCA has different requirements from a general explanation of a technology.