The New York Department of Financial Services issued advertising marketing guidelines for licensed cryptocurrency entities

According to The Block, the New York State Department of Financial Services has issued new guidelines for advertising and marketing requirements for licensed cryptocurrency entities in the state, which include avoiding misleading or deceptive content. Acting Superintendent Kaitlin Asrow stated in a press release that today's guidelines reinforce the commitment to protecting New York residents and ensure that advertising and marketing practices in the virtual currency space are clear, comprehensive, and accessible.

The New York State Department of Financial Services announced on the same day that these guidelines apply to virtual currency entities licensed or chartered by the department, requiring them to establish and implement policies and procedures for advertising and marketing materials related to virtual currency products, services, and activities, with a focus on content accuracy, clear disclosures, and governance and review processes. Relevant entities must update their policies and procedures according to the guidelines by May 10, 2027, review them at least once a year, and maintain records for regulatory inspection. The Department of Financial Services will assess the implementation and effectiveness of these policies and procedures through examinations and ongoing supervision.

Common practices listed in the guidelines include: reviewing marketing claims to ensure they fairly present products, services, or activities, are supported by evidence and verifiable, and do not contain exaggerated or false statements about performance or regulatory status; customer disclosures should be clear, prominent, easily understandable to the general audience, and clearly identify the entity providing the products, services, or activities; establishing governance review processes for advertising and marketing materials, designating responsible parties, conducting due diligence on third-party promoters, and promptly monitoring and addressing instances of fraudulent or improper use of their name or brand by others.