There will be 4 routes to legally promoting crypto assets to consumers:
The promotion is communicated by an authorised person.
The promotion is made by an unauthorised person but approved by an authorised person. Legislation is currently making its way through the UK Parliament which, if made, would introduce a regulatory gateway that authorised firms will need to pass through to approve financial promotions for unauthorised persons.
The financial promotion is communicated by a crypto asset business registered with the FCA under the UK Money Laundering Regulations.
The financial promotion is otherwise communicated in compliance with the conditions of an exemption in the Financial Promotion Order.