Crypto influencer marketing UK

Why UK crypto creator campaigns need their own rules

Since 8 October 2023, cryptoasset promotions to UK consumers have sat inside the FCA's financial promotion regime. Its social media guidance, FG24/1, warns that an unauthorised influencer who publishes a promotion without approval may be committing a criminal offence.

• Approval comes before reach. The post needs a lawful route, such as sign-off by an authorised firm with permission to approve, before any creator records it.
• The risk warning is required. The prescribed warning opens with 'Don't invest unless you're prepared to lose all the money you invest' and must be prominent, so in video we put it on screen and in the voiceover.
• Bonuses are banned. Refer-a-friend rewards and new-joiner bonuses count as incentives to invest. A creator code can track sign-ups but cannot carry a reward for investing.
• Audience location sets scope. A creator based abroad with a large UK following can still bring your campaign under UK rules, so we check audience by country first.

A new FCA authorisation regime for cryptoasset firms is due to start on 25 October 2027, so ask your counsel how your route changes then. This page explains how we plan campaigns; it is not legal advice.

Four lawful routes for a UK crypto promotion compared

A cryptoasset promotion to UK consumers has to go out through one of these routes. If none applies, we do not book UK-facing creators for the product.

Every creator is then screened with our crypto KOL due diligence checklist, plus FCA Warning List checks on the sponsors they promoted in the past two years.

Our UK crypto creator campaign process

1. Route check. We confirm your FCA status, your approver and the route the promotion will use before any creator is contacted.
2. UK audience screen. Native analytics show each creator's UK share, their past paid crypto posts and whether those posts carried a risk warning.
3. Approved script frame. We draft one script structure with the risk warning, ad label and product facts, and your approver signs it off before recording.
4. Recording and resubmission. Creators record in their own voice. The final cut and every short clip go back to the approver, because a trimmed clip can lose the warning.
5. Publish and monitor. We check the warning, the label and the link on each live post and keep the approval record with the campaign file.

Each script also passes our crypto creator claim review before it reaches your approver, so approval rounds focus on substance rather than typos.

What you get

• A route summary Which lawful route the campaign relies on and what your approver needs from us.
• A UK-screened shortlist Creators with UK audience share, sponsor history and a willingness to work to an approved script.
• Approval-ready scripts Risk warning, ad label and sourced claims built in, formatted for your approver to mark up.
• Clip control Every derivative cut logged and resubmitted, so no unapproved version goes live.
• Live post checks Warning visible, label upfront and links pointing to the approved landing page.
• Onboarding reporting Clicks, sign-ups and completed onboarding per creator, with the cooling-off step shown in the funnel.

First-time investors face a 24-hour cooling-off period and an appropriateness assessment before acting on a direct offer. Clicks therefore overstate results, so we report completed onboarding per creator.

The ASA and CAP influencer guidance adds one more check: paid creator content should be obviously identifiable as advertising, and the guidance favours a clear label such as #ad at the start of the post.

Why 3betmedia

Our team has run crypto creator campaigns since 2018 for exchanges, wallets and fintech brands. In the UK we would rather tell you at scoping that a campaign cannot run than discover it after creators are booked.

For audiences outside the UK, our crypto influencer marketing agency page covers the wider playbook. Nothing is booked until you approve the creators, the scripts and the budget.