**UK Financial Regulator Tightens Crypto Ad Rules**

The UK's Financial Conduct Authority (FCA) has rolled out new guidance for crypto firms on advertising practices. Since introducing promotional regulations in October 2023, the FCA has been actively helping the industry align with these standards.

**Key Areas of Focus:**

- 24-hour cooling-off periods

- Personalized risk warnings

- Client categorization

- Investment appropriateness

- Recordkeeping

- Due diligence

**Findings:**

The FCA identified both good and poor practices. For instance, clear communication about cooling-off periods was praised, while over-reliance on industry comparisons was criticized. The FCA urges firms to engage directly with them to elevate standards.

**Compliance Timeline:**

Initially set for October, the deadline for full compliance has been extended to January 8, 2024. Despite this, over 200 breaches have already been detected, including issues with Binance.

The FCA continues to release additional rules to guide firms toward compliance.