The rule.
“the marketing communications are clearly identifiable as such”
Verbatim extract, read on 4 November 2026 from the source below. Everything else on this page is NorthPoint’s plain-English reading.
What it requires.
- Points (a) to (d) mirror Article 7(1)(a)–(d): clearly identifiable as marketing; fair, clear and not misleading; consistent with the crypto-asset white paper; and a clear statement that the white paper has been published, with the issuer's website, telephone number and email address.
- Elsewhere in Article 29: the communications, and any changes to them, are published on the issuer's website (29(3)), and none may be disseminated before the white paper is published (29(6)).
Who it applies to.
Marketing communications for an offer to the public, or an admission to trading, of an asset-referenced token (ART).
Common violations in marketing copy.
[ART] — as good as money, backed by everything.
Overstates what the reserve and redemption terms say; inconsistent with the white paper and misleading.
A campaign landing page that never appears on the issuer's website
Article 29(3) requires the communications to be published on the issuer's website.
Non-compliant vs compliant.
“Fully backed, always stable, zero risk.”
“[ART] references [basket]. Reserve composition and redemption terms are in the white paper at [website]. Contact: [phone] · [email].”
Related rules.
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Article 29(2) · European Union
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Article 53(1) · European Union
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Article 7(1)(b) · European Union
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Article 7(2) · European Union
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NorthPoint’s long-form page.
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Markets in Crypto-Assets Regulation (EU) 2023/1114.
Source.
| Instrument | Regulation (EU) 2023/1114 on markets in crypto-assets (MiCA) |
|---|---|
| Provision | Article 29(1) |
| Primary source | https://www.esma.europa.eu/publications-and-data/interactive-single-rulebook/mica/article-29-marketing-communications |
| Official text | https://eur-lex.europa.eu/eli/reg/2023/1114/oj/eng |
| Read from | ESMA Interactive Single Rulebook, one page per article (ESMA's own publication of the MiCA text) |
| Checked |
This page is general, sourced information for marketing teams, not legal advice. The examples are written by NorthPoint to illustrate the rule; for a binding view on your own promotion, retain qualified counsel in the jurisdiction concerned.