Every MiCA provision that governs crypto-asset marketing — 16 records from Articles 6, 7, 29, 53 and 66, each with the ESMA source, examples and the fix.
Each record is one provision of Regulation (EU) 2023/1114: what it requires, who it binds, the copy that breaks it, and a compliant rewrite. Every citation was read on ESMA’s own publication of the text.
16 records · European Union · regulator: ESMA and national competent authorities · last reviewed 4 November 2026.
MiCA Article 7(1)(a): a crypto-asset marketing communication must be clearly identifiable as such. What it means for ads, KOL posts and native content.
MiCA Article 7(1)(b): information in crypto-asset marketing must be fair, clear and not misleading. Typical failures in landing pages and ads, and the fix.
MiCA Article 7(1)(c): crypto-asset marketing must be consistent with the information in the white paper, where one is required. How marketing drifts, and the fix.
MiCA Article 7(1)(d): marketing must state that a white paper has been published and give the website, a telephone number and an email address.
MiCA Article 7(1)(e): crypto-asset marketing must carry a clear, prominent statement that no competent authority has reviewed or approved it.
MiCA Article 7(2): where a white paper is required, no marketing communication may be disseminated before it is published. Market soundings are unaffected.
MiCA Article 29(1): the four requirements for marketing an asset-referenced token — identifiable, fair, consistent with the white paper, issuer contacts.
MiCA Article 29(2): marketing for an asset-referenced token must state clearly that holders have a right of redemption against the issuer at any time.
MiCA Article 53(1): the four requirements for marketing an e-money token — identifiable, fair, consistent with the white paper and with issuer contacts.
MiCA Article 53(2): e-money token marketing must state clearly that holders can redeem against the issuer at any time and at par value.
MiCA Article 66(2): crypto-asset service providers must give fair, clear, not misleading information, label marketing, and not mislead on advantages.
MiCA Article 66(3): CASPs must warn clients of the risks of crypto-asset transactions and, for key services, link the relevant white papers.
MiCA Article 66(4): CASPs must make their pricing, cost and fee policies public, in a prominent place on their website. What it means for 'zero-fee' ads.
MiCA Article 66(5): CASPs publish, prominently on their website, the climate and environmental impacts of each crypto-asset's consensus mechanism.
MiCA Article 6(4): a crypto-asset white paper must not assert the future value of the crypto-asset. Why it also caps what the marketing can say.
MiCA Article 6(5): the white paper must warn that the crypto-asset may lose its value in part or in full, and on transferability, liquidity and protection.
MiCA Articles 6(5) and 66(3) against COBS 4.12A.11R and the UK risk summary: who must warn, what wording is fixed, and where the warning must appear.
Why 'MiCA-approved' and 'FCA approved' fail: MiCA Article 7(1)(e)'s mandatory statement against the UK's GEN 1.2 pointer and the limits on registered firms.
Long-form guides and trackers: the MiCA library.
General, sourced information for marketing teams — not legal advice. Each record names its primary source and the date it was read.
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