In 2025, the United States is moving beyond broad digital‑asset debates to concrete legal frameworks that touch not only crypto firms and tokens but also the rapidly growing class of crypto and Web3 influencers who shape public perception and market behavior.
As lawmakers strive to bring order to a once “wild‑west” marketplace, regulators like the Federal Trade Commission (FTC) are increasingly focused on how influencers promote cryptocurrencies, non‑fungible tokens (NFTs), decentralized finance (DeFi) projects, and other Web3 products to consumers — particularly retail investors.
FTC Endorsement Rules Expand to Crypto Promotion
The FTC’s long‑standing advertising and endorsement guidelines — which require influencers to disclose material connections with brands and avoid deceptive or misleading claims — now squarely apply to digital‑asset marketing.
Under these rules, content must be truthful, substantiated, and clear about any compensation received for promotions, whether in cash, tokens, or other perks. Influencers are expected to reflect typical customer experiences and avoid presenting exceptional outcomes as the norm. Failure to disclose paid relationships or to substantiate claims can result in FTC investigations, corrective actions, and significant penalties.
While the FTC’s guidelines are not new, their application to the crypto and Web3 sphere is gaining prominence due to high‑profile scams and failures linked to celebrity endorsements in recent years, such as lawsuits surrounding promotional deals for failed crypto platforms.
Regulatory Context: Stablecoin Law and Broader Crypto Reform
These influencer rules are unfolding amid major legislative efforts to regulate the broader crypto ecosystem. In July 2025, President Donald Trump signed the Guiding and Establishing National Innovation for U.S. Stablecoins (GENIUS) Act, the first significant federal legislation addressing stablecoins. The law requires stablecoins to be fully backed by U.S. dollars or liquid assets and imposes transparency standards for auditing and reserve reporting.
Although the GENIUS Act primarily targets stablecoin issuers and payment frameworks, its passage represents a shift toward clearer regulatory structures in the U.S., a dynamic that can spill over into how promotional activities are viewed by regulators.
Beyond stablecoins, earlier proposals like the Financial Innovation and Technology for the 21st Century Act (FIT21) sought to clarify how digital assets are treated under existing securities and commodities laws, although debates on broader crypto classification continue.
Influencers in the Crosshairs: Risks and Responsibilities
Industry observers argue that influencers — whether celebrities, TikTok creators, or niche crypto commentators — play an outsized role in shaping investment decisions, often without the expertise or disclosures expected of financial advisors.
Legal experts insist that material connection disclosures and transparency about compensation are foundational to consumer protection. This is particularly true in crypto markets, where volatility and lack of traditional investor safeguards elevate the risk of loss.
The FTC’s guidance emphasizes that endorsements and testimonials should not mislead consumers and must reflect realistic outcomes, a principle that could see stricter enforcement actions against influencers who overstate returns or promote undisclosed token compensation.
Some enforcement already echoes this shift: financial marketers in other sectors have faced multi‑million‑dollar penalties for misleading claims, underscoring the potential consequences for influencers who fail to comply.
Market Reaction and Industry Response
The tightening regulatory climate has prompted a range of responses from within the crypto community. Some influencers and marketing agencies are voluntarily updating their disclosure practices to align with FTC expectations, while legal consultants are increasingly engaged to help creators and brands navigate compliance pitfalls.
Others argue that too much regulatory oversight could stifle innovation, particularly in the decentralized ecosystem where traditional compliance models may not fit neatly. Nonetheless, regulators and lawmakers appear determined to extend existing consumer protection standards into the digital‑asset sphere.
Enforcement and Evolving Standards
As the legislative and regulatory environment evolves, influencers in the crypto and Web3 space should prepare for increased scrutiny. Clear disclosure of sponsorships, factual and substantiated claims, and avoidance of misleading statements are no longer just best practices — they are legal expectations with real enforcement risk.
With U.S. authorities balancing innovation with investor protection, the next year will likely see more guidance, potential rule‑making initiatives, and possibly enforcement actions that further define what is expected of influencers operating in the digital‑asset landscape.
