Meta Ads for Crypto Exchanges, Wallets and NFTs

Documented by Meta. The steps and rules on this page come from Meta’s own documentation.

Crypto businesses can advertise on Meta, but the ones that handle trading, lending or investment need written permission first. Meta asks for a licence or registration from its list and approves specific ad accounts. Other crypto topics, such as news, education and NFTs, do not need permission. Read the linked pages and ask a qualified adviser what applies where you sell.

Which crypto ads need written permission?

Meta’s Cryptocurrency Products and Services policy says advertisers need written permission to promote:

cryptocurrency exchanges or trading platforms;
cryptocurrency borrowing or lending;
cryptocurrency wallets that offer additional services;
cryptocurrency mining software;
cryptocurrency investment.

Meta says its review has two parts. Ad review checks whether an ad is within the policy’s scope. Account review then checks whether the ad account is approved. An in-scope ad from an unapproved account violates the policy.

Which crypto ads do not need permission?

The policy says you do not need written permission to promote:

tax services for cryptocurrency companies;
events, education or news related to cryptocurrency or blockchain technology;
products and services based on blockchain technology that are not a virtual currency, such as non-fungible tokens;
wallets that only let people store cryptocurrency;
cryptocurrency mining hardware, such as GPU mining rigs.

Meta’s help article adds that ancillary services, payment methods and merchandise do not need prior written permission, provided the ad meets the advertising standards.

Where do exchange-traded funds and NFTs land?

Meta’s help article says ads for ETFs made up of shares of cryptocurrency companies do not need an application. ETFs that consist of cryptocurrency, or track cryptocurrency prices, do. NFT ads do not need one at this time.

The words “at this time” matter. Meta says eligibility signals may change and that it updates the policy as they do, so re-read the page before each launch.

How do you apply?

Meta says you apply in the Authorizations and Verifications tab of Meta Business Suite:

Open cryptocurrency ads and request authorization.
Pick the eligible country you will run ads from.
Give business details and select the ad accounts, which can be several.
Upload the cryptocurrency licence or regulatory certificate. If it is not in English, Meta asks for an official notarized English translation with the original.
Acknowledge the Meta cryptocurrency ads addendum and submit.

Meta says it usually decides within 48 business hours, though some reviews take longer. You must keep an active licence or certification, and Meta may revoke authorization if it finds you no longer have one. You can extend an approved authorization to other ad accounts in the same business portfolio.

What if your application is rejected?

Meta says an application is rejected if your country or licence is not eligible at this time, and that it may update its eligibility requirements from time to time. If you believe it was rejected in error, you can resubmit with proof of the licence or registration, such as a copy or a screenshot of the confirmation. If an ad is rejected and you think your account needs no permission, you can appeal in Business Support Home.

What else must a crypto ad avoid?

Even with permission, ads must not promote products prohibited under Meta’s prohibited commercial practices or financial products policies. The financial products policy prohibits initial coin offerings, along with binary options, contract for difference trading and penny auctions.

What should you do before launch?

Place your product in one of the two lists above.
Find out whether your country and licence are eligible before you plan a start date.
Keep licence documents ready, with a notarized translation if needed.
Check each ad’s text against the financial policy.
Ask a qualified adviser what local law requires.

FAQ

Does an NFT marketplace need permission?

Meta’s policy says products and services based on blockchain technology that are not a virtual currency, such as NFTs, do not need written permission, and its help article says NFT ads need no application at this time. All other ad standards still apply, and the policy can change.

Can I run crypto education or news ads without a licence?

Meta’s policy says events, education or news related to cryptocurrency or blockchain technology do not need written permission. The ad must still meet the advertising standards, and it should not offer a covered product such as trading or lending. If it does, the permission rules apply.

How long does a crypto application take?

Meta says it usually notifies you of a decision within 48 business hours, though in some cases reviews take longer. You can track the status in the Authorizations and Verifications tab of Meta Business Suite. Apply well before your planned launch date, and keep your licence active afterwards.