- Coinbase ads ruled irresponsible for implying crypto could ease everyday financial pressures.
- Regulators said Coinbase’s humour could not justify downplaying cryptocurrency investment risks.
- They warned that Coinbase messaging may mislead financially stressed consumers seeking solutions.
UK advertising regulators have banned a high-profile advertising campaign by Coinbase, ruling that the ads irresponsibly suggested cryptocurrency could help ease Britain’s cost-of-living crisis.
The decision was issued by the Advertising Standards Authority (ASA) following 35 complaints from members of the public. Regulators said the campaign trivialised the risks of cryptocurrency investing and implied it could be an answer to widespread financial hardship.
Ads Linked Economic Strain With “Change”
The banned campaign included a two-minute video-on-demand advert and three posters that appeared across digital platforms and high-traffic public spaces, including London transport hubs, in August 2025.
The video portrayed everyday British life through dark satire: workers singing “everything is just fine” as their homes fell into disrepair, shops closed, prices surged, rubbish piled up, and sewage burst into the streets. The ad ended with the message “If everything’s fine, don’t change anything,” followed by the Coinbase logo.
The posters used a similar theme, with repeated phrases such as “everything is fine” masking messages like “home ownership out of reach,” “eggs now out of budget,” and “real wages stuck in 2008.”
Regulator: Crypto Is Not a Solution to Financial Stress
In its ruling, the ASA said consumers would reasonably interpret the ads as encouraging financial change in response to economic hardship, and that pairing this message with Coinbase branding positioned cryptocurrency as a potential alternative to traditional finance.
The regulator stressed that while public awareness of crypto has increased, most consumers still lack a deep understanding of how it works. Citing research from the Financial Conduct Authority, the ASA noted that although 93% of UK adults have heard of cryptoassets, only 12% own them, and many remain unaware of the risks.
“Cryptocurrency is high risk and largely unregulated,” the ASA said, adding that consumers should be prepared to lose all of their money. This made crypto unsuitable, especially for people already under financial pressure.
The regulator concluded that using humour to frame serious economic problems, while subtly prompting viewers to “change,” risked making complex, high-risk financial products appear like an easy response to hardship. As a result, the ads breached social responsibility rules and were banned from appearing again in their current form.
Coinbase Pushes Back on the Decision
Previously, Coinbase defended the campaign, arguing that the ads were clearly satirical and did not explicitly promote crypto as a financial solution. The company pointed to its registration with the FCA and its use of onboarding checks, cooling-off periods, and risk warnings.
Responding on X, Coinbase CEO Brian Armstrong said, “If you can’t say it, there must be a kernel of truth in it,” arguing that the message was about updating a financial system that “is not working for many people.” He added that criticism and attempts to censor the campaign only helped spread its message further.
Related: Companies Will Complete Listing Process On-chain In Future: Coinbase CEO
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