Fair, clear and not misleading.

The rule.

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.

• Three separate tests. Fair: benefits are not shown without the matching risks. Clear: a retail reader understands what is being offered. Not misleading: no claim, omission or emphasis creates a false impression.
• Each load-bearing claim — a yield, a user count, a security promise — needs a basis you can show on request.

Who it applies to.

Marketing communications for an offer to the public, or an admission to trading, of a crypto-asset other than an asset-referenced token or an e-money token.

Common violations in marketing copy.

Non-compliant vs compliant.

Related rules.

• MiCA Art. 7(1)(a): marketing must be identifiable as such →

  Article 7(1)(a) · European Union

• MiCA Art. 7(1)(c): marketing must match the white paper →

  Article 7(1)(c) · European Union

• MiCA Art. 7(1)(d): state the white paper and contact details →

  Article 7(1)(d) · European Union

• MiCA Art. 7(1)(e): the not-reviewed-or-approved statement →

  Article 7(1)(e) · European Union

• MiCA Art. 7(2): no marketing before the white paper is out →

  Article 7(2) · European Union

• MiCA Art. 66(2): CASP information must not mislead →

  Article 66(2) · European Union

• MiCA Art. 29(1): marketing rules for asset-referenced tokens →

  Article 29(1) · European Union

• MiCA Art. 53(1): marketing rules for e-money tokens →

  Article 53(1) · European Union

• Every MiCA rule record →

  Markets in Crypto-Assets Regulation (EU) 2023/1114.

Source.

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.