The state of crypto marketing in the UK has entered a new era—one in which education is more important than marketing. For several years, crypto companies have used the “buy now” style of marketing, with flashy promises and catchy slogans to lure people in. However, with the increasing regulations, particularly from the Financial Conduct Authority (FCA) in the UK, this type of marketing is no longer viable.
Coinbase, one of the most well-known crypto platforms in the world, has made a brilliant move by shifting its marketing strategy. Rather than marketing crypto as a quick fix or an investment opportunity, it is now positioning itself as an educational tool. This is a sign of a new era of crypto marketing in the UK—one in which less marketing and more education is necessary.
Why Traditional Crypto Advertising No Longer Works
In the early days, the ads were all about the fun of crypto: freedom from banks, easy money, and financial independence. While this helped to drive adoption, it also created unrealistic expectations and too much risk for too little understanding.
The FCA has expressed its concerns clearly:
“Consumers often don’t understand crypto risks”
“Marketing messages can be misleading”
“Promotions may encourage impulsive decisions”
As a result, the FCA has stated that it now expects crypto advertising to be clear, fair, and not misleading. This is where most traditional “solution ads” fall down. They are all about what crypto can do for you, without explaining how it works or what can go wrong.
Coinbase’s Strategic Shift: From Selling to Teaching
Coinbase has understood that compliance can actually fuel growth—it can redefine trust. Rather than encouraging users to buy products, the service is developing educational content that teaches users about crypto before they use it.
The content does not feel like advertising. It feels like a tool.
Some examples of this include:
Educational content about blockchain and wallets that is beginner-friendly
Risk disclosures that are communicated in simple terms
Learning paths before users trade
Knowledge checks before high-risk actions
This approach is very much in line with the UK Crypto Ad Regulations, where the focus is on informed decision-making rather than emotional appeal.
Education as Utility, Not Promotion
The strength of Coinbase’s strategy is that education is not framed as “content marketing” in the classical sense. Rather, it is a utility layer—a thing that users depend on directly.
Instead of “Crypto is the future—join now,” the service effectively says, “This is how crypto works. You decide if you want to use it.”
This is a completely different dynamic for the user relationship:
The brand is a guide, not a salesman
Trust develops organically
Compliance is part of the experience, not an obstacle
In a regulated space, this is a risk-reducer for both the user and the service.
How This Helps Coinbase Satisfy the FCA
The FCA does not ban crypto advertising in general—it encourages responsibility. The educational modules offered by Coinbase cover the regulatory needs in the following ways:
Risk awareness: Users are informed that crypto may lose value
Balanced messaging: Both the advantages and disadvantages are presented side by side
Less impulsive behavior: Learning prevents impulsive behavior
Clear categorization: Educational material is separated from advertising
By incorporating education into the user experience, Coinbase avoids the perception of aggressive financial advertising, which is a major concern under the UK Crypto Ad Regulations.
A New Marketing Playbook for Crypto Brands
The move by Coinbase indicates that something bigger is at play: education is quickly becoming the best and safest way to market in a highly regulated space.
This is a good model because:
Regulatory bodies like educated consumers
Customers love transparency
Building credibility is a good thing
Rather than resisting regulation, Coinbase is leveraging it to set a new standard for engagement. Education is the bridge between compliance and scaling.
Positive Friction: Slowing Down to Build Smarter Users
Positive friction refers to the intentional introduction of small pauses, explanations, or learning steps in the user journey to encourage informed decision-making rather than impulsive action. In the context of Coinbase’s education-first strategy, positive friction means guiding users through short educational modules, risk disclosures, and interactive lessons before they engage with crypto products.
Instead of removing every barrier to speed up transactions, Coinbase is adding meaningful checkpoints that help users understand volatility, compliance, and long-term implications. This approach aligns with FCA expectations, which prioritize transparency and consumer protection over aggressive promotion.
By slowing users down just enough to educate them, Coinbase is not reducing engagement—it is improving trust, confidence, and responsible participation. Positive friction transforms marketing from persuasion into preparation, ensuring users act with knowledge rather than emotion, ultimately creating a more sustainable and compliant crypto ecosystem.
What This Means for the Future of Crypto Advertising
The future of crypto marketing in the UK will not be loud—it will be clear.
We can expect to see:
Fewer emotional or aspirational claims
More explainers, tutorials, and onboarding modules
Marketing teams working closely with compliance teams
Brands competing on trust, not promises
The strategy that Coinbase has adopted proves that if education is done correctly, it won’t lower conversions—it will increase the quality of users who convert.
FAQs
1. Why is the FCA strict about crypto advertising?
The FCA aims to protect consumers from misleading or unclear financial promotions, especially in high-risk assets like crypto.
2. What are “utility educational modules”?
These are structured learning tools integrated into platforms to help users understand products before using them, rather than promotional content designed to sell.
3. How is Coinbase’s approach different from traditional ads?
Instead of promoting returns or urgency, Coinbase focuses on explaining risks, processes, and fundamentals in simple language.
4. Does education-based marketing reduce user growth?
Not necessarily. It often leads to slower but higher-quality adoption, with more informed and engaged users.
5. Will other crypto brands follow this model?
Very likely. As regulations tighten, education-first strategies may become essential for survival in regulated markets.
