Blockchain has partnered with Adclear to run automated compliance checks across its UK marketing output after securing registration with the Financial Conduct Authority.
Under the arrangement, Adclear's system will be integrated into Blockchain's existing approval process for website content, social media posts, marketing materials and advertising. The tool is designed to check whether promotional content meets UK financial promotions rules before publication.
The move covers marketing for Blockchain's Crypto Wallet, Brokerage and Explorer products in the UK. Adclear said its platform screens content in real time and flags potential issues in copy, creative material and required disclosures.
The partnership comes as UK scrutiny of crypto promotions continues to grow. Financial promotions rules were extended to the crypto sector in 2023, and the regulator has since taken enforcement action against a firm for breaches under that regime.
Further tightening is due in 2027 under a broader framework for cryptoasset businesses. For companies marketing to UK consumers, promotional communications must meet standards on clarity and fairness, as well as crypto-specific requirements such as risk warnings, cooling-off periods and assessments of audience appropriateness.
Blockchain's UK registration allows it to offer custody and brokerage services to local customers. It also brings closer oversight of how the company presents products and services in advertising and other customer-facing communications.
For a crypto business with a large customer base and several product lines, marketing reviews can become slow if handled solely by staff. Blockchain said it has processed more than USD $1.2 trillion in transactions and serves more than 90 million wallets globally.
Adclear focuses on compliance software for financial promotions and communications. It said its system is already used by firms including Lloyds Banking Group, PensionBee, IG Group, Freetrade, Yonder, Trade Nation, ActivTrades, Ocean Finance and Flagstone, as well as two large crypto exchanges and a major UK digital bank.
James Madison, Chief Marketing Officer at Blockchain, described the operational pressure created by frequent content production across multiple channels.
"We publish across multiple products and various marketing channels, often on tight timelines. That content needs to meet UK requirements before it reaches customers, and until now that has relied heavily on manual review. Working with Adclear gives our marketing team a clear answer on compliance quickly, so we can keep pace with the business while streamlining the review process and ensuring our content is compliant," Madison said.
Regulatory pressure
The UK has become a closely watched market for crypto regulation, particularly since the introduction of rules covering financial promotions. The regime has increased pressure on companies to ensure adverts, app text and social media messages do not mislead consumers and include the necessary warnings.
That has created a market for software that can be used by marketing and compliance teams at the same time. Rather than reviewing material only at the end of the process, companies are increasingly building checks into drafting and approval workflows.
Adclear Chief Executive Officer and Co-Founder Doni Hoti said that shift has been especially sharp in crypto.
"Crypto has gone from one of the least regulated corners of financial marketing to one of the most tightly enforced in the space of about two years. Firms that got ahead of that shift are now in a much stronger position than those still treating compliance as a final check before publishing. Blockchain.com has chosen to build compliance into the marketing process itself, which is exactly the direction we think the whole sector is heading," Hoti said.