Despite the United Kingdom's Financial Conduct Authority (FCA) issuing alerts about illegal crypto ads, only 54% of the 1,702 notices resulted in the removal of such advertisements. These findings, reported by the Financial Times, indicate that many crypto promotions remain live, ignoring FCA regulations that necessitate prior approval from the FCA or authorized businesses. Currently, the FCA has not imposed fines for noncompliance. On a related note, Google Ads will require FCA registration for any crypto projects targeting UK consumers, effective January 15. Projects will need to comply with new advertising requirements, which will allow certain ads for hardware wallets and NFTs that do not engage in trading services. The FCA has expressed particular concern over specific projects, such as a Solana-based memecoin named Retardio, which may be promoting financial services without necessary permissions, increasing risks for consumers who engage with unauthorized initiatives.

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