Crypto sponsored posts that can survive a compliance review
Crypto media sells a lot of sponsored content, and much of it is sold as "organic" with no label. This guide covers real prices, the UK's crypto promotion rules that can make an unapproved post a criminal matter, MiCA for EU audiences, and how to vet a crypto publisher.
Updated 11 October 2026 · Reviewed against FSMA s.21, FCA COBS 4.12A and PS23/6, the ASA crypto enforcement notice, MiCA Article 7 and Google's spam policies
The short answer
Yes, but a crypto sponsored post aimed at UK readers is a financial promotion. It must be communicated or approved by an FCA-authorised firm, or communicated by an FCA-registered cryptoasset business. It must carry the FCA's risk warning, offer no sign-up incentives, and be labelled as sponsored. For EU readers, MiCA requires the "not reviewed or approved by any competent authority" disclaimer. Crypto posts typically cost $300–$650 on mid-tier sites; 3rd Unicorn's crypto titles start at $85.
What crypto sponsored posts cost
| Tier | Typical price | Source |
|---|---|---|
| Long-tail crypto blogs | $100–$300 | Published media kits and agency price lists |
| Marketplace average, crypto | $300–$650 | Serpzilla pricing analysis |
| Mid-tier crypto media, list prices | $349–$1,499 | Published crypto media rate cards, October 2026 |
| Tier-one crypto media | Quote only, often $1,000+ | Publisher advertising pages |
| PR and sponsored bundles | $890–$15,000+ | Crypto PR agency packages |
| 3rd Unicorn crypto titles | $85 mention · $110 edited · $125 full article | Our rate card, locked to 31 December 2026 |
Be wary of packages sold as "organic" or "contributor" coverage that you're paying for. Unlabelled paid content breaches UK and EU rules, and publishers that sell it tend to remove it when challenged.
The UK's crypto promotion rules
Since 8 October 2023, promotions of qualifying cryptoassets to UK consumers must take one of four routes: communicated by an FCA-authorised firm, approved by an authorised firm with the right permission, communicated by a cryptoasset business registered with the FCA under the money-laundering rules, or covered by an exemption. Anything else breaches section 21 of FSMA, a criminal offence.
A compliant post also:
- carries the prescribed risk warning: "Don't invest unless you're prepared to lose all the money you invest. This is a high-risk investment and you should not expect to be protected if something goes wrong." Online it links "Take 2 mins to learn more" to a risk summary;
- offers no incentive to invest: no sign-up bonuses, referral rewards or free tokens;
- doesn't lead a first-time investor straight into a purchase: firms must apply a 24-hour cooling-off period first;
- says clearly that cryptoassets are largely unregulated and their value can fall, as the ASA requires for unregulated products.
A new UK cryptoasset regime goes live on 25 October 2027, with firms applying for authorisation from 30 September 2026. We'll update this guide as the promotion routes change.
EU audiences: MiCA
Under MiCA Article 7, crypto marketing to EU audiences must be clearly identifiable as marketing, fair, clear and not misleading, consistent with the white paper, give the offeror's contact details, and state that it "has not been reviewed or approved by any competent authority". It can't run before the white paper is published. Service providers must also make their marketing identifiable (Article 66).
How to vet a crypto publisher
- Traffic you can check, with its source and date, and a sensible split by country. Self-reported figures that contradict each other are a red flag.
- Sponsored content is labelled and links use rel="sponsored"; no "organic" coverage for money.
- The site is indexed and still publishing; many crypto blogs from earlier cycles are dead.
- No promotions from firms on the FCA Warning List.
What our titles accept, and what they decline
Accepted
- FCA-authorised firms and FCA-registered cryptoasset businesses (UK)
- Exchanges, wallets and infrastructure projects
- Web3 product launches and funding news
- Education, security and regulatory analysis
- MiCA-compliant marketing for EU readers
Declined
- UK promotions without a lawful route
- Sign-up bonuses, referral rewards and airdrops as incentives
- Presales or tokens promoted with return claims
- Firms on the FCA Warning List
- Paid "organic" or unlabelled content
The rules that apply
A summary for buyers, with the primary source for each point. It isn't legal advice; check your own position with your compliance team.
| Rule | What it means for a sponsored post | Source |
|---|---|---|
| Four lawful routes | Communicated or approved by an authorised firm, communicated by an FCA-registered cryptoasset business, or exempt; otherwise a criminal offence under FSMA s.21. | FCA: marketing cryptoassets to UK consumers |
| Risk warning, cooling-off, no incentives | Prescribed risk warning with a risk summary link; 24-hour cooling-off for first-time investors; no incentives to invest. | FCA COBS 4.12A |
| Crypto as restricted mass-market investments | Qualifying cryptoassets follow the high-risk investment promotion rules. | FCA PS23/6 |
| Unregulated and volatile | State prominently that crypto is unregulated and its value can fall; no urgency, no "suitable for everyone". | ASA enforcement notice on cryptoassets |
| EU marketing communications | Identifiable, fair and consistent with the white paper, with contact details and the "not reviewed or approved" disclaimer. | MiCA Article 7 |
| Label it as an ad | Marketing must be obviously identifiable. A paid article that reads as editorial without a clear label breaches the Code, and undisclosed paid editorial is a banned practice under the DMCC Act 2024. | CAP Code rule 2.1 (ASA) |
| Paid links and site reputation | Links that are paid for must carry rel="sponsored" (or nofollow). Third-party content placed mainly to exploit a host's ranking signals can be treated as site reputation abuse, whatever the link attribute. | Google Search spam policies |
Crypto sponsored posts: questions and answers
- How much does a crypto sponsored post cost?
- Mid-tier crypto guest posts run about $300–$650, list prices on crypto media range from about $100 to $1,500, and PR bundles cost far more. 3rd Unicorn's crypto titles cost $85–$125.
- Can I promote a crypto exchange or token to UK readers in a sponsored article?
- Only through a lawful route: communicated or approved by an FCA-authorised firm, or communicated by an FCA-registered cryptoasset business. Otherwise it breaches FSMA section 21.
- What risk warning must a UK crypto promotion carry?
- "Don't invest unless you're prepared to lose all the money you invest. This is a high-risk investment and you should not expect to be protected if something goes wrong", with a "Take 2 mins to learn more" link online.
- Can crypto sponsored posts offer sign-up bonuses or referral rewards?
- Not to UK consumers. The FCA bans incentives to invest in qualifying cryptoassets.
- What is the 24-hour cooling-off rule?
- First-time investors with a firm must wait at least 24 hours and reconfirm before receiving a direct offer, so a post can't send them straight into a purchase.
- Do sponsored crypto articles need to be labelled?
- Yes. UK rules ban undisclosed paid editorial, MiCA requires EU marketing to be clearly identifiable, and Google requires rel="sponsored" on paid links.
- What does MiCA require in crypto marketing?
- Fair, clear and not misleading content consistent with the white paper, the offeror's contact details, and the disclaimer that it hasn't been reviewed or approved by any competent authority.
- Are dofollow links in crypto sponsored articles safe?
- No. Paid links must be marked sponsored or nofollow; unmarked paid links risk Google link-spam action.
See the Crypto titles, grades and prices.
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