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ARTICLE · 26 JANUARY 2026

Marketing Under MiCA: Why CASPs Are Underestimating The Risk

The Markets in Crypto-Assets Regulation (MiCA) marked a turning point for crypto in Europe. It transformed a patchwork of national regimes into a harmonised, single framework across Member States. Malta chose to be at the forefront of crypto-regulation

MaltaMedia, Telecoms, IT, Entertainment

The Markets in Crypto-Assets Regulation (MiCA) marked a turning point for crypto in Europe. It transformed a patchwork of national regimes into a harmonised, single framework across Member States. Malta chose to be at the forefront of crypto-regulation. The early adoption of the local Virtual Financial Assets Act in 2018 allowed us to build expertise and achieve a seamless transition to MiCA. In fact, Malta has become the European hub for some of the largest names in the crypto industry.

Crypto-asset activity is borderless by design. Passporting rights under MiCA reflect this reality. A single authorisation in a home jurisdiction unlocks MiCA passporting by enabling access to the entire EU/EEA market. However, certain crypto-asset service provides (CASPs) are underestimating the risks – particularly when marketing to retail clients, running social media campaigns, and engaging influencers, affiliate marketers and brand ambassadors.

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