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

European Union MiCA Article 7(1)(c)

The rule.

Regulation (EU) 2023/1114 on markets in crypto-assets (MiCA) · Article 7(1)(c)

“consistent with the information in the crypto-asset white paper”

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.

Every factual claim in a campaign — supply, utility, roadmap, rights attached to the token — must be one the white paper also makes, in substance and in tone.
When the white paper changes, the campaign changes with it. Old creative that still runs is part of the marketing.

Who it applies to.

Marketing communications for a crypto-asset other than an asset-referenced token or an e-money token, where a crypto-asset white paper is required under Article 4 or 5.

Common violations in marketing copy.

Violation pattern · utility drift

Hold [Token] and earn a share of platform revenue.

If the white paper describes a utility token with no revenue right, the ad claims a right the white paper does not grant.

Violation pattern · roadmap inflation

Mainnet and three exchange listings in Q1.

A dated promise the white paper does not make, or makes with caveats, is inconsistent with it.

Non-compliant vs compliant.

Non-compliant · example written by NorthPoint

“[Token] holders vote on treasury spending and share in fees.”

Compliant · example written by NorthPoint

“[Token] gives access to [specific service], as described in section [X] of the white paper. It carries no right to fees or profits.”

Related rules.

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

Article 7(1)(a) · European Union
MiCA Art. 7(1)(b): fair, clear and not misleading marketing →

Article 7(1)(b) · 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. 6(4): no claims about a token's future value →

Article 6(4) · European Union
Every MiCA rule record →

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

Source.

Instrument	Regulation (EU) 2023/1114 on markets in crypto-assets (MiCA)
Provision	Article 7(1)(c)
Primary source	https://www.esma.europa.eu/publications-and-data/interactive-single-rulebook/mica/article-7-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	4 November 2026

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.

Marketing must match the white paper.