TITLE: Finland's Financial Supervisory Authority Publishes Thematic Assessment on Crypto-Asset Services and Products Marketing BODY: On June 4, 2026, Finland's Financial Supervisory Authority (Finanssivalvonta) published a thematic assessment examining the marketing of crypto-asset services and products, along with pre-contractual disclosure obligations under consumer protection law. The assessment identified multiple deficiencies in how crypto-asset service providers communicate with consumers, with the most significant gaps relating to risk disclosure and balanced, clear presentation of information. The Financial Supervisory Authority conducted the assessment primarily through a data collection exercise in autumn 2025, targeting licensed crypto-asset service providers operating in Finland. The review followed the application of the European Union's Markets in Crypto-Assets Regulation (MiCA) on December 30, 2024, which requires crypto-asset service providers to obtain authorisation. The assessment examined how crypto-asset service providers comply with regulatory requirements when marketing services and products to the public, particularly given that crypto-asset markets have expanded significantly and are being marketed to new customer groups without prior experience in these markets. Key findings include: companies failed to provide sufficient and balanced information about crypto-asset risks; essential information was often difficult to locate; many companies lacked internal marketing guidelines, and some had no approval process for social media channels; marketing disproportionately emphasised ease and speed of adoption, despite consumers requiring time to understand services; companies highlighted Finnish origins and Financial Supervisory Authority oversight; factual errors appeared in some crypto-asset information; pricing information lacked predictability and completeness; and some providers failed to provide pre-contractual disclosures as required by consumer protection law, instead placing significant information solely in terms and conditions. The Financial Supervisory Authority requires crypto-asset service providers to address the assessment's findings and implement necessary corrective measures to ensure regulatory compliance. Additional changes to consumer protection law take effect June 19, 2026, introducing new requirements for crypto-asset service providers.

Teema-arvio: Kryptovarapalveluiden ja -tuotteiden markkinointi - 2026 - www.finanssivalvonta.fi

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