Advertising Policies for Crypto Products by Ad Platforms: Google, Meta & X (Twitter)

Navigating the world of crypto marketing can feel impossible, especially as rules are constantly evolving around the globe and across different platforms. However, promotion, advertisements, and content play an important role in growing a Web3 project. As more Web3 projects continue to emerge, understanding how to effectively and legally promote your crypto-related business becomes increasingly important.

This article is for founders, builders and operators of Web3 projects that want a better understanding of advertising guidelines across major platforms, including Google (Google Ads), X (Twitter) and Meta (Facebook and Instagram). Whether you’re launching an NFT game, promoting a blockchain platform, or sharing crypto news, this guide will help you get a clearer idea of what’s allowed and what’s restricted.

This guide will be especially useful for the following businesses:

• Non-custodial wallets
• DeFi platforms, including automated market makers (AMM), decentralized exchanges (DEX), lending and borrowing protocols, staking services
• Virtual Asset Service Providers (VASPs), including custodial wallets, centralized exchanges (CEXs), crypto payment platforms and processors.

Google Ads advertising policies for crypto

Google’s policies for advertising cryptocurrencies and crypto-related products acknowledge that cryptocurrency regulations vary greatly between jurisdictions and also are evolving. As a result, the Google Ads change log regularly announces tweaks to their policies. Like other platforms, Google emphasises that it is the responsibility of advertisers to keep in line with local rules and regulations.

In a nutshell, Google Ads permits advertisement of general cryptocurrency business, blockchain-based games involving NFTs, hardware wallets, crypto exchanges, software wallets, and coin trusts. Restrictions prevent advertisements of ICOs, DeFI trading protocols, and any promos of the purchase, sale, or trade of cryptocurrencies. Google also has some restrictions on NFT Games and where ad destinations compare or aggregate crypto issuers.

Advertisements allowed by Google Ads

1. General cryptocurrency business. Businesses can advertise crypto-related content that does not involve directly buying, selling, or trading cryptocurrencies, provided they still comply with all standard Google Ads policies. This includes businesses accepting cryptocurrency payments, cryptocurrency mining hardware, tax and legal services, security services, blockchain platforms not involved in selling or marketing cryptocurrencies or tokens, educational materials.
2. NFT games. Promotion of blockchain-based games involving NFTs that enhance user experience or game progression (e.g., virtual items, apparel, weaponry) are permitted, however all ads must comply with local laws and industry standards.
3. Hardware wallets. Wallets designed to hold private keys for cryptocurrencies, NFTs, or other crypto assets without additional services like trading or exchanging are permitted. Ads must comply with local laws and industry standards, and the account must be certified by Google.
4. Cryptocurrency exchanges and software wallets. Ads for these are permitted, provided they are licensed, comply with local laws and industry standards, and the account is certified by Google. Separate applications will be needed for different countries/regions.
5. Cryptocurrency coin trusts. Ads for financial products allowing investment in trusts holding digital currencies are permitted. The ads must comply with local laws and industry standards, and the account must be certified by Google.

Ads that are not allowed:

1. Completely prohibited content. Google does not permit any advertisements related to Initial Coin Offerings (ICO), DeFi Trading Protocols or the promotion of the purchase, sale, or trade of cryptocurrencies or related products. So any ICO pre-sales, cryptocurrency loans, initial DEX offerings, token liquidity pools, and unregulated DApps would be classified as prohibited content.
2. Unapproved ads. Google does not approve any ads with ad destinations aggregating or comparing issuers of cryptocurrencies or related products. For examples, cryptocurrency trading signals, investment advice, aggregators, affiliate sites, and broker reviews.
3. NFT games restrictions. Although we mentioned promotion of NFT games earlier as being permitted by Google, it’s important to distinguish that any promotion of games where NFTs can be staked or wagered for realworld value, any social casino games that reward NFTs, and any ads related to realmoney gambling destinations are prohibited by Google. To advertise gambling-related content integrating NFTs, compliance with the Gambling and Games policy and proper Google Ads certification are required.

To advertise cryptocurrency exchanges, software wallets, and other regulated crypto products, advertisers must meet local laws, industry standards, and obtain Google Ads certification. Separate certification applications are required for each country/region where the advertisement will be displayed.

Read more about the rules on Google Ads cryptocurrencies advertising policies and remember that these rules may be subject to change and should regularly be checked directly.

X (formerly Twitter) advertising guidelines for crypto

X allows the promotion of financial products and services, including cryptocurrency products, services, NFTs, and related items, but imposes restrictions based on the specific product or service and the target region or country.

The following countries can be targeted by advertisements of financial products and services:

• Asia Pacific: Australia, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore*, South Korea, Thailand, Vietnam
• Europe, Middle East, and Africa: Austria, Belgium*, Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Denmark, Egypt, France, Germany, Ghana, Greece*, Finland, Ireland, Israel, Italy, Kenya, Kuwait, Macedonia, Morocco, Netherlands, Nigeria, Norway, Oman, Pakistan, Poland, Portugal, Qatar*, Romania, Russia*, Saudi Arabia, Slovenia*, Serbia, South Africa, Spain, Switzerland, Sweden, Tanzania, Turkey, Uganda, United Arab Emirates, UK, Ukraine*, Zambia
• North America and Latin America: Argentina, Aruba, The Bahamas, Barbados, Bermuda, Brazil, Canada, Chile, Colombia, Costa Rica, Curacao, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Jamaica, Mexico, Nicaragua, Panama, Paraguay, Peru, Trinidad & Tobago, U.S., Uruguay, Venezuela

*Note: Belgium, Greece, Qatar, Russia, Singapore, Slovenia, and Ukraine are excluded from advertising cryptocurrency and DeFi products and services.

Crypto and DeFi advertising content prohibited on X

X prohibits the advertisement of Initial Coin Offerings (ICO), Initial Exchange Offerings (IEO), Initial Decentralized Exchange Offerings (IDExO) and any form of cryptocurrency mining including associated hardware and software services.

Crypto and DeFi advertising content permitted on X

1. Smart contracts and educational content. X does allow advertisements of smart contracts and any educational content around blockchain technology, cryptocurrency, or DeFi.
2. Regulated crypto activities. X also permits advertisement of the following crypto and DeFi products and services, as long as the advertiser has met the country-specific licensing requirements. If compliant, advertisers can promote products or services related to crypto exchanges, wallets, kiosks/ATMs, credit/debit cards, staking, and crypto tax calculators. Ads are also permitted for crypto CFDs (contracts for difference), decentralized crypto borrowing and lending, DeFi insurance, dApps and decentralized exchanges.
3. NFT-related content. X permits ads for NFTs and NFT marketplaces, as well as products and services that facilitate NFTs including minting and management tools.
4. Blockchain games. X permits games involving NFTs or cryptocurrency tokens where tokens can be won or earned. However, restrictions apply and advertising must adhere to country-specific licensing requirements.

In general, advertisers promoting products and services on X must ensure compliance with country-specific regulations, particularly for cryptocurrency exchanges, wallets, and blockchain games.

Read the X ads content policies for financial services to learn about the latest rules for advertising cryptocurrencies and crypto-related products and services on X. Always check X directly to stay updated with the latest policies.

Legal Nodes solution

When it comes to legal compliance that stretches across multiple jurisdictions, Web3 projects often need specialized support tailored to the project. Legal Nodes can help founders and builders create a water-tight compliance shield for the project. Our team can provide analysis on potential risks specific to your token or project and the issuing entity. We help to identify compliance requirements based on your target jurisdictions and that follow platform-specific advertisement rules. If you’d like guidance on how to navigate marketing regulations for your crypto project, speak to us today.

Facebook & Instagram advertising guidelines

Facebook, owned by Meta, operates using Meta’s advertising policy on cryptocurrency products and services. Like Google, Meta places emphasis on the rapidly evolving nature of crypto regulations worldwide. Meta therefore places ownership on advertises to evidence that their activities are properly licensed by submitting the appropriate license or registration and obtain written permission from Meta to proceed with advertisements.

As Meta also owns Instagram, rules for advertising on Instagram are identical to the rules that apply to Facebook.

Advertisements that Meta (Facebook and Instagram) permits

1. Events, education and news. Ad content related to cryptocurrency or blockchain technology can be promoted if it does not endorse the buying or selling of cryptocurrencies.
2. Tax services for cryptocurrency companies.
3. Non-virtual currency offerings. Services and products based on blockchain technology that are not a virtual currency, such as non-fungible tokens (NFTs).
4. Cryptocurrency wallets facilitating only storage. Wallets that allow people to store cryptocurrency, but don't offer additional services, such as buying, selling, swapping or staking cryptocurrency assets.
5. Non-transactional crypto-related products and services. Cryptocurrency products and services that cannot be used for the purposes of buying, selling or trading.

Advertisements that require a license from Meta (Facebook and Instagram)

If an advertiser wishes to promote any of the following, they will need to obtain written permission from Meta.

1. Crypto exchanges and trading platforms. Any platforms that allow users to trade crypto for money, including spot, margin, and futures trading.
2. Software and related services. Cryptocurrency wallets or software with features such as purchasing, trading, swapping, or staking cryptocurrencies.
3. Crypto borrowing and lending. Platforms facilitating cryptocurrency borrowing or lending.
4. Cryptocurrency mining. Any hardware or software that enables the mining of crypto assets.
5. Cryptocurrency investment. Asking to invest, to join, or to support in order to solicit customers for exchanges, trading platforms or other fintech platforms, including affiliate and aggregator sites.

Meta’s advertising guidelines

1. Avoid misleading claims. Ads must not make false promises and must not make unsubstantiated claims about the safety, reliability, or profitability of a cryptocurrency product or service.
2. Observe target audience restrictions. Meta has a strict no minors rule, whereby cryptocurrency ads should not target individuals underage.
3. Avoid deceptive tactics. Meta requires ads do not use aggressive methods such as spam and pop-ups. Any other methods that are aggressive or misleading are prohibited.
4. Financial products and services. The promotion of financial services and products requires the advertiser to obtain the right permissions.

Meta’s rules for social media promotions through blogs or influencers

1. Clear identification as advertising. Meta requires all ads to be fully disclosed to the audience. Specifically, the blog or influencer must fully disclose the relationship between the promoter and the sponsoring seller of the product. Use clear and noticeable tags such as "promotion," "sponsored," or #ad to identify promotional content.
2. Transparency in endorsements. Meta requires that advertisers ensure that endorsements are based on actual use or knowledge of the product being promoted. It is essential for companies to transparently disclose the nature, risks, and potential of any crypto-related products or services.

Please note that the Advertising Guidelines and policies of each of the aforementioned social networks may change from time to time, requiring verification of the policies on their official websites. Start by checking the Meta advertising policy.

Build compliant social media ads for your crypto business

When advertising products, services and content related to your crypto business, there can be many different rules and regulations to follow. Google, X and Meta all have similar policies, however advertisers should be wary of having a one-ad-fits-all approach. You need to think about regulations that apply based on where your entities might be registered and where your target audiences are located.

At Legal Nodes, we help all kinds of Web3 projects sort out their legal tasks and stay compliant. From company registration to product launch and growth, we support projects to stay compliant with marketing and advertising regulations. Whether you need a hand obtaining licenses, scoping out regulatory risks of your promotional campaigns, or getting the full legal picture for your project, speak to us today to find out how we can help you.