Coinbase’s “Everything is Fine” Ad Banned? What’s Next?!

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U.K.’s advertising watchdog has banned a Coinbase campaign that allegedly downplayed the risks of crypto investing and touted the exchange as a solution to the country’s cost-of-living crisis. Because nothing says “financial responsibility” like a jingle about everything being “grand” while your house is falling apart.

Summary

  • The U.K. Advertising Standards Authority banned Coinbase’s “Everything is Fine” campaign, alleging that it trivialised crypto investment risks. Because who needs warnings when you can just sing about “everything being fine”?
  • Regulators said the ads ran without mandatory risk warnings across online platforms and high-traffic public spaces. Because nothing says “cautious” like a subway poster of a rat partying in a trash-strewn city.

According to the U.K. Advertising Standards Authority, the advertisements were deemed “irresponsible” and “trivialized the risks of cryptocurrency,” The Guardian reported on Wednesday. Because obviously, the only thing more serious than a financial crisis is a crypto ad that doesn’t make you feel like a genius.

Coinbase first released the two-minute ad in July last year, with the video featuring satirical musical scenes of cheerful citizens singing slogans like “everything is just fine, everything is grand,” as their homes fall into disrepair and suffer power outages against the backdrop of a city littered with overflowing bins and rats. Because nothing says “investment opportunity” like a dystopian nightmare.

The video ends with a cut to the line “If everything’s fine, don’t change anything” before transitioning to the Coinbase logo. Because nothing says “trust us” like a slogan that’s basically a taunt.

“We considered that using humour to reference serious financial concerns, alongside a cue to ‘change,’ risked presenting complex, high-risk financial products as an easy or obvious response to those concerns,” the ASA told Coinbase’s global advisory council. Oh, right, because the only thing worse than a financial crisis is a joke about it.

The advertisement had already been rejected by Clearcast, the body responsible for vetting TV commercials in the U.K., on grounds that it presented crypto as a “potential solution to economic challenges, without sufficient evidence for this claim.” Because of course not. Who needs evidence when you can just wave a crypto logo?

However, the ASA said it was still widely circulated online across multiple platforms, alongside three posters that were displayed in high-traffic areas such as the London Underground and rail stations. Because nothing says “public service” like a rat-infested subway ad.

Further, the ASA said the ads failed to include any risk warnings, especially given that the Financial Conduct Authority has mandated that crypto promotions must be labeled with prominent risk disclosures. Because obviously, the first thing you do when promoting a high-risk product is forget to mention the risks.

A Coinbase spokesperson defended the campaign, stating that the video was intended to “provoke discussion about the state of the financial system and the need to consider better futures” and not to offer simplistic solutions or mislead viewers. Oh, sure, because nothing says “deep thinking” like a jingle about everything being fine while your house is on fire.

“While we respect the ASA’s decision, we fundamentally disagree with the characterisation of a campaign that critically reflects widely reported economic conditions as socially irresponsible,” the spokesperson said, adding that Coinbase believes “responsible adoption can play a constructive role in a more efficient and freer financial system.” Because nothing says “constructive” like a ad that makes you think the solution to a crisis is to invest in something that could vaporize your life savings.

UK targets ads as crypto ownership falls

The Advertising Standards Authority has a long history of clamping down on crypto-related promotions it deems misleading and has banned similar campaigns from other platforms in the past. Because obviously, the U.K. is the only place where people are too smart to fall for crypto ads.

Crypto exchange Coinfloor was among the first to see its ads pulled, including one featuring a pensioner’s testimonial, which the regulator said at the time violated the country’s advertising code and misled a particular target audience. Because nothing says “trustworthy” like a pensioner’s testimonial about crypto.

Subsequently, in 2022, the ASA took down Facebook ads promoting non-fungible tokens run by Crypto.com and Turtle United for failing to adequately outline the risks involved. Because obviously, the only thing worse than a NFT is an ad that doesn’t warn you it’s a scam.

Regulators like the Financial Conduct Authority are working on finalizing a framework for cryptocurrencies in the country. However, the cautious stance taken by U.K. authorities has coincided with a noticeable drop in retail crypto ownership, which fell from 12% in 2024 to 8% in 2025. Because who needs a financial system when you can just trust a crypto ad that makes you think everything’s fine?

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2026-01-28 10:44