In an effort to regulate the cryptocurrency landscape, the UK's Financial Conduct Authority (FCA) issued 146 alerts on the first day of enforcing new regulations for crypto promotions. The FCA's proactive measures signify a significant move towards curbing malpractices in the promotion of cryptocurrency investments.

The recently released 32-page handbook outlines a comprehensive framework for promoting digital assets by crypto firms, emphasizing the need for promotions to be fair, clear, and non-misleading. Despite calls for leniency, the FCA remains firm in its stance, aiming to protect the estimated 5 million British adults who owned crypto assets as of August 2022.

The move has garnered support from industry experts, praising it as a crucial step towards implementing proper regulation. However, the decision to regulate cryptocurrency marketing has sparked controversy, with critics expressing concerns about creating a 'halo effect' that may lead investors to take cryptocurrencies more seriously due to regulatory approval.

Despite the debate, some cryptocurrency platforms have embraced the tighter rules, viewing them as an important stride for the industry. Luno, for instance, paused the sign-up of new UK customers and introduced a test for existing customers to ensure they understood the risks of their investment. The company hailed the new rules as an "important step for the crypto industry."