These marketing guidelines (Guidelines) comprise an indicative list of mandatory requirements relating to the marketing of cryptoasset products and services, pursuant to all agreement and relationship between CoinJar UK Limited (CoinJar) and any of its marketing affiliates and influencers (Affiliates).
These Guidelines may be amended by CoinJar at any time, upon its sole discretion and without prior written notice. It is essential that these Guidelines are reviewed prior to, and whenever, any campaign is undertaken. Non-compliance with these marketing guidelines may cause CoinJar and the affiliate to breach the financial promotion rules under the Financial Services and Markets Act 2000.
There are significant restrictions on the ability of unauthorised persons to communicate financial promotions that relate to cryptoassets. Accordingly, Affiliates who are not authorised with the Financial Conduct Authority (FCA) must only distribute CoinJar-related content that is prepared and approved by CoinJar. Such content will be prepared in conjunction with the Affiliate.
It is essential that a risk warning is displayed wherever cryptoasset products are marketed.
The warning should state the following (but note that the required risk warning may change in the future):
Don’t invest unless you’re prepared to lose all the money you invest. This is a high‑risk investment and you should not expect to be protected if something goes wrong. Take 2 mins to learn more.
The risk warning must be displayed in the language of the medium used to market cryptoassets separate from any other risk warnings. The link should be: https://www.coinjar.com/uk/risk-summary
When you market or promote CoinJar, you must not directly link to CoinJar’s sign up page. You must only link to CoinJar’s main website. If or whenever a direct link or button (Call-To-Action or CTA) provides the possibility of visiting CoinJar’s website, the relevant risk warning disclaimers should be visible around any such button(s) or link(s). The risk warning should always be in the language of the website, visible, and added to every Call-to-Action. It should also be added, if the call to action is displayed in a video, stated orally in a video or is in the video description.
Depending on the size of the CTA, a different disclaimer should be used.
For a small CTA, the disclaimer is: “Don’t invest unless you’re prepared to lose all the money you invest. Take 2 mins to learn more.” (always in bold).
For a bigger CTA, the disclaimer is: “Don’t invest unless you’re prepared to lose all the money you invest. This is a high‑risk investment and you should not expect to be protected if something goes wrong. Take 2 mins to learn more.” (always in bold).
If a CTA is at the end of a review, video, website, blog, or an article, always use the long version.
Affiliates should not make any reference to to any monetary (eg sign-up or referral bonuses) or non-monetary incentives.
Affiliates must not promote CoinJar through any sources or mediums that have not been previously reviewed and approved by CoinJar.
These sources include: search engines, social media networks, ad networks, websites, marketing emails, blogs, podcast, community forums, public (such as Reddit) or private (such as Telegram or Discord) chatrooms, long-form video content (eg YouTube), short-form video content (eg TikTok), character-limited media (eg Twitter), live streams (including gaming streams such as Twitch), stories and carousel posts (eg Instagram posts with multiple pictures) or similar channels or sources.
CoinJar will monitor traffic to its websites from unapproved sources and may cease its relationship with Affiliates that do not comply with this guideline.
If you are unsure of which entity you should refer to, you should always ask CoinJar. The text in the marketing material can, for example, look like this when promoting CoinJar UK Limited’s services:
CoinJar UK Limited (company number 8905988) registered by the Financial Conduct Authority as a Cryptoasset Exchange Provider and Custodian Wallet Provider in the United Kingdom under the Money Laundering, Terrorist Financing and Transfer of Funds (Information on the Payer) Regulations 2017, as amended (Firm Reference No. 928767).
Affiliates must ensure that all of your communication, promotion and marketing in relation to the services provided by CoinJar is fair, clear and not misleading.
You must ensure that each communication and each promotion of CoinJar UK Limited:
a. is clearly identifiable as such;
b. is accurate;
c. uses plain and intelligible language;
d. is easily legible (or, in the case of any information given orally, clearly audible);
e. is balanced and, in particular, does not emphasise any potential benefits of a product or service without also giving a fair and prominent indication of any relevant risks;
f. is sufficient for, and presented in a way that is likely to be understood by the average member of the group to which it is directed, or by which it is likely to be received;
g. does not disguise, omit, diminish or obscure important information, statements or warnings; and
h. where a communication or a promotion of CoinJar’s cryptoasset services contains a comparison or contrast, the comparison or contrast is presented in a fair and balanced way and is meaningful (as per the criteria set out herein).
Do’s and Don’ts:
Affiliates should be mindful of the following rules:
a. Don’t hide, disguise or obscure important information by using small print - You need to make key information and risk warnings clearly legible.
b. Don’t promise profits or gains - When marketing cryptoassets, don’t start with their performance. When mentioning performance, you should always put the relevant risk warning in a clear and visible manner near it. If you mention past performance, your data should cover at least 5 years of the cryptoasset’s performance. If the cryptoasset was created under than 5 years, your data should cover its performance from its inception;
c. Don’t omit costs - You need to be transparent and clear about any charges, costs, fees or risks that may occur. Ensure that the marketing is balanced - avoid only mentioning the positives, without stating the risks, costs and charges. You should not suggest that a service is free of charge when in fact there is a charge.
d. Don’t set unrealistic expectations - Do not promise guarantees of success or security. Do not entangle a regulatory authority and use its name in a manner that alludes to endorsement or its approval of the products and services of CoinJar.;
e. Don’t use outdated information - All relevant information, warnings or terms should be updated regularly; any inaccurate content must be removed or made compliant.
f. Don’t make unclear statements - All claims need to be clear and able to be demonstrated. Acronyms and jargon that may not be obvious to the reader should be explained.
g. Don't make unsubstantiated claims - e.g “the largest exchange” or “the most successful” without appropriate evidence. Avoid using absolute or unqualified terms unless they can be proved.
h. Don’t use a hastening tone - Avoid making statements like “open an account today” or “in minutes”, because each individual must be assessed to see if crypto is appropriate for them and not all applicants will be successful. Do not say ‘no experience needed’ or make similar claims.
i. Don't make over-optimistic projections - Any comparison you make must be meaningful and presented in a fair and balanced manner. You must ensure that the benefits and drawbacks/risk and reward/advantages and disadvantages of crypto assets are balanced through equally prominent statements with the same amount of weight.
Present opportunities and risks in a balanced manner. The below are for illustrative purposes only and not a comprehensive list:
A communication or a promotion of CoinJar’s cryptoasset services should not describe a feature of a product or service as “guaranteed”, “protected” or “secure”, or use a similar term unless:
Communications are not fair when the communicating party:
You should not make any assertions or suggestions about the safety, security and reliability of CoinJar’s cryptoasset services as a guarantee by the relevant regulators which supervise CoinJar. You should also not mention the regulators’ names as a sign of the reputability or safety of CoinJar.
In principle, assertions and suggestions about the safety, security, and lack of risk in relation to CoinJar’s cryptoasset services, or the cryptoasset products themselves, are restricted. In general, you must make sure that the receiver of communications related to CoinJar’s cryptoasset services, has an appreciation and understanding not only of the potential benefits but also of any relevant risks.
Communications are clear when they may be unambiguously understood by any potential customer to the extent an average customer would understand, in relation to the nature of the service that the firm provides. Remember that people have different levels of understanding about financial products, and many usually would not understand the financial industry's jargon or technical terms.
Examples of unclear communications are when:
CoinJar is an execution-only crypto exchange, and as such, it can neither directly nor indirectly provide or be associated with the provision of any investment advice to its customers. You should not provide any investment advice in a form that could in any way directly or indirectly imply that advice is given on behalf or to the benefit of CoinJar.
For the avoidance of doubt, investment advice shall mean any recommendation or guidance that attempts to educate, inform, or guide an investor regarding a particular cryptoasset or any other product or series of products. This means that you should not mention any crypto or token, advise people to buy or sell it, or suggest whether investors should buy, sell or hold a particular crypto. Doing so may violate the applicable laws and regulations and expose you and our company to legal risks and penalties.
Only target individuals over 18 years of age. You should consider the extent to which vulnerable clients might access a financial promotion especially when displayed on any type of social media. A vulnerable client is someone, who, due to their personal circumstances, is especially susceptible to harm. You should not sway your promotion in such a way that a vulnerable customer may be left with the impression that, for example, an investment may reduce their debt, or imply guaranteed success and profitability.
a. CoinJar will be monitoring your marketing communication on an ongoing basis to ensure compliance with these guidelines. You may therefore be contacted at any time by CoinJar to amend and or remove marketing material we may deem inappropriate;
b. Regulatory demands can change often and with no prior notice. When this occurs, all promotional materials need to change immediately. If you want to make any changes to CoinJar’s promotional materials on your site, you must let us know;
c. Keep in mind that if there are regular compliance issues, CoinJar UK Limited may need to reconsider the Affiliate relationship as a whole.
a. Do not use false personal information that could mislead clients and/or potential clients, such as false names, postal and email addresses;
b. Do not contact the same client using different email addresses or phone numbers;
c. Ensure you have clients’ prior consent when sending marketing communication concerning CoinJar’s cryptoasset Products and Services.
You should under no circumstances present yourself as being a representative, agent or employee of CoinJar. You shall not use CoinJar’s name in a way as to give to the public or any regulator the impression of the above. You shall refrain from using CoinJar’s name in communication with potential clients such as in email communication in a way that it appears that the communication is being sent by CoinJar.
How is my crypto secured in CoinJar UK Limited? https://www.coinjar.com/uk/security
These Affiliate Marketing Guidelines were last updated and published on 27 September 2023. A copy of the most up to date version of these Guidelines is available on our website.
Don’t invest unless you’re prepared to lose all the money you invest. This is a high‑risk investment and you should not expect to be protected if something goes wrong. Take 2 minutes to learn more: www.coinjar.com/uk/risk-summary.
Cryptoassets traded on CoinJar UK Limited are largely unregulated in the UK, and you are unable to access the Financial Service Compensation Scheme or the Financial Ombudsman Service. We use third party banking, safekeeping and payment providers, and the failure of any of these providers could also lead to a loss of your assets. We recommend you obtain financial advice before making a decision to use your credit card to purchase cryptoassets or to invest in cryptoassets. Capital Gains Tax may be payable on profits. CoinJar’s digital currency exchange services are operated in the UK by CoinJar UK Limited (company number 8905988), registered by the Financial Conduct Authority as a Cryptoasset Exchange Provider and Custodian Wallet Provider in the United Kingdom under the Money Laundering, Terrorist Financing and Transfer of Funds (Information on the Payer) Regulations 2017, as amended (Firm Reference No. 928767).
The CoinJar Prepaid Mastercard is issued by EML Money DAC pursuant to a license by Mastercard. EML Money DAC is regulated by the Central Bank of Ireland. EML Money DAC is authorised and regulated as an issuer of electronic money by the Central Bank of Ireland under registration number C95957. EML Money DAC is deemed authorised and regulated by the Financial Conduct Authority. Details of the Temporary Permissions Regime, which allows EEA-based firms to operate in the UK for a limited period while seeking full authorisation, are available on the Financial Conduct Authority’s website. Registered office: EML Payments, 2nd Floor La Vallee House, Upper Dargle Road, Bray, Co. Wicklow, Ireland. Company Registration number: 423276.
Apple Pay and Apple Watch are trademarks of Apple Inc. Google Pay is a trademark of Google LLC.