Title III + Title IV plus the ESMA Guidelines on marketing communications. Marketing-relevant subset, written for marketers. In force since 30 December 2024 for stablecoins; 30 June 2024 for utility tokens and CASP services.
MiCA covers the issuance, offer, and trading of crypto-assets in the EU. The marketing-relevant articles cluster in Title II (offers of crypto-assets other than asset-referenced tokens), Title III (asset-referenced tokens / stablecoins), and Title IV (e-money tokens), with cross-cutting marketing-communication rules. ESMA’s 2024–2025 guidelines refined these for influencer and KOL marketing.
“Clear, fair, and not misleading.” The headline marketing rule. Most enforcement actions in 2025–2026 trace back to here. APY claims, “guaranteed,” “risk-free,” selective backtests — all live in this article.
A hero promise without a paired, visually-balanced risk warning fails this sub-article. Footer disclosures don’t satisfy it; prominence is part of the rule.
Every claim in a marketing communication must be consistent with the published whitepaper. This is the number-one finding on Launch Audits — the whitepaper says one thing, the landing page says another.
Paid endorsements by influencers are marketing communications under MiCA and must be disclosed and substantiated. The 2026 enforcement vector that caught HTX.
Paste any crypto marketing copy or URL. Verdict against MiCA in seconds.
A signed audit across MiCA, FCA, and GDPR. Five business days. From €4,950.
The line item that fails first is marketing. Pre-enforcement essay from 1 May 2026.
The eight-question pre-flight check before any banner ships into MiCA jurisdictions.