In the ever-evolving landscape of cryptocurrency, advertising has become a battleground for ideological expression and political discourse. As digital currencies vie for mainstream acceptance, their advertisements often echo the revolutionary spirit intrinsic to the crypto movement. This is evident in the way these ads challenge the status quo, question traditional financial norms, and propose alternatives that can be perceived as political advocacy.
Crypto Ads: A Revolution in Messaging
The latest campaign from Coinbase, a leading cryptocurrency exchange, exemplifies this trend. Its controversial UK TV commercial boldly declared, “If everything is fine, don’t change anything,” set against a backdrop of Britain’s economic struggles. This ad didn’t name a political party or candidate but nonetheless made a provocative statement about the inadequacies of the current economic system and the potential for crypto to offer solutions.
Such messaging aligns with the crypto industry’s broader worldview, which questions centralized monetary policies and promotes decentralized financial systems. However, these aren’t neutral positions and have led to a mixed reception. The very notion that crypto can be a remedy for economic woes sparked disapproval from Clearcast, the body governing UK TV ads. They rejected the ad, citing insufficient evidence to support the claims and a lack of warnings about the risks involved. This reflects the ongoing tension between crypto advocates and regulatory bodies over the portrayal of digital assets.
Political Embrace: A Growing Trend
While regulators may remain skeptical, major political figures, particularly in the United States, are recognizing the political potential of crypto. At a recent panel discussion, heavyweights like Trump strategist Chris LaCivita and Democrat campaigner David Plouffe found common ground on the issue. LaCivita described crypto as a “classic growth issue,” appealing to young and minority voters, while Plouffe warned politicians against ignoring the burgeoning interest in digital assets.
Both strategists acknowledged that crypto ownership has become a pivotal social issue, capable of swaying voter blocs and reshaping political landscapes. This acknowledgment is a testament to crypto’s growing influence and the recognition that ignoring it could be politically perilous.
The Debate Over Political Content
The debate over whether crypto advertising should be treated as political content has been ongoing for over a decade. Initially, concerns centered on transparency in democratic campaigns, but the discussion has since broadened. It now touches on who gets to speak and under what terms, especially when messaging challenges established norms.
Regulatory bodies and platforms often claim there’s a clear distinction between political and non-political content. In practice, however, this distinction is fluid, contingent on the prevailing political climate. Messaging that might be permissible one year could face restrictions the next as platforms and legislative bodies adjust their rules.
A prime example is the EU’s forthcoming Transparency and Targeting of Political Advertising Act, set to take effect in October 2025. This legislation will expand the definition of political content to include any ad that could sway public opinion on policy matters. In response, tech giants like Meta and Google have announced plans to cease all political, electoral, and social issue advertising in the EU when the law comes into force. While well-intentioned, such regulations could inadvertently create barriers to open discourse.
The Future of Crypto Advertising
Crypto ads that sound like political speech aren’t a mistake; they’re a reflection of the product’s essence. These ads challenge entrenched systems and offer alternatives that resonate with an audience seeking change. As digital assets become more integrated into daily life, the social issues they represent will gain prominence, and the so-called “crypto-electorate” will wield increasing influence in politics.
The U.S. witnessed this phenomenon during the 2024 election cycle, and it’s likely to be replicated in democracies worldwide. More political parties are expected to incorporate crypto into their policy platforms, acknowledging its significance in shaping financial ecosystems.
Embracing the provocative and outspoken nature of crypto advertising is essential for fostering open and honest conversations about systemic shortcomings and potential solutions. Rather than fearing or suppressing these messages, society should welcome them as catalysts for change.
In conclusion, the inherent political nature of crypto advertising is not only inevitable but also beneficial. It encourages dialogue, challenges existing systems, and empowers individuals to explore alternatives. As the industry continues to grow, its advertisements will undoubtedly remain a powerful tool for advocacy and change, offering a glimpse into a future where digital assets play a central role in our financial and political landscapes.
Steve Gregory is a lawyer in the United States who specializes in licensing for cryptocurrency companies and products. Steve began his career as an attorney in 2015 but made the switch to working in cryptocurrency full time shortly after joining the original team at Gemini Trust Company, an early cryptocurrency exchange based in New York City. Steve then joined CEX.io and was able to launch their regulated US-based cryptocurrency. Steve then went on to become the CEO at currency.com when he ran for four years and was able to lead currency.com to being fully acquired in 2025.
