TLDR
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Indonesia now requires certified influencers for crypto promotions.
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OJK limits digital asset ads to approved exchanges and licensed firms.
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Regulated firms must control crypto campaigns through official channels.
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Global regulators are increasing pressure on financial influencers.
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UK, Australia, Philippines and South Korea have tightened oversight.
Indonesia has tightened Crypto Promotions by requiring social media influencers to hold competency certificates before recommending digital financial assets. The rule also limits promotions to approved assets and licensed providers. It places direct responsibility on regulated businesses that use influencers for marketing.
Certification Rules Cover Digital Asset Recommendations
Indonesia’s Financial Services Authority introduced the requirements through Regulation No. 6 of 2026. The regulation applies to individuals who recommend cryptocurrencies and other digital financial assets. However, separately licensed individuals do not need another competency certificate.
The authority now allows influencers to recommend only digital assets listed on authorized exchanges. Influencers must also confirm that promoted service providers hold the required regulatory licenses. These limits place Crypto Promotions inside Indonesia’s formal financial oversight system.
Regulated financial businesses must conduct every marketing campaign involving digital assets. Those businesses also carry responsibility for the accuracy and compliance of promotional material. Furthermore, they must distribute campaigns through their official communication channels.
Licensed Firms Control Crypto Promotions
The framework prevents influencers from running independent campaigns for unapproved crypto products. Instead, licensed businesses must supervise content before publishing it through approved channels. This approach gives regulators a clear party to hold responsible for violations.
The rules also narrow the assets that influencers can present to social media audiences. Unlisted tokens cannot appear in authorized Crypto Promotions under the regulation. Unlicensed platforms also cannot receive endorsements through campaigns covered by the new framework.
Indonesia has expanded digital asset oversight since transferring crypto supervision to the Financial Services Authority. The certification measure extends that oversight into online marketing and public recommendations. It also connects Crypto Promotions with existing licensing and consumer protection requirements.
Global Regulators Target Financial Influencers
Australia clarified its approach to financial influencers in March 2022 through guidance from its securities regulator. Influencers may need financial services licenses when their content provides financial advice. Licensed firms may also face responsibility for misconduct by influencers they employ.
The United Kingdom strengthened its financial promotion rules in 2024. Unauthorized influencers may face criminal action for promoting regulated products without approval from an authorized firm. These standards cover online advertisements, social media posts, and other forms of financial promotion.
In April, the British regulator coordinated an international campaign against illegal financial influencer activity. Seventeen regulators joined enforcement, education, and consumer awareness efforts during the operation. Authorities requested removals covering 1,267 advertisements that reached at least 2.3 million social media accounts.
Asian Markets Expand Promotion Controls
The Philippines introduced crypto-specific marketing restrictions in 2025 for licensed crypto asset service providers. The rules cover endorsements, sponsored content, podcasts, livestreams, and certain paid educational material. Providers must also disclose authorized third-party marketers to the securities regulator.
South Korean lawmakers have proposed separate disclosure rules for influencers promoting cryptocurrencies or stocks. The proposal would require influencers to report personal holdings and payments linked to recommendations. Violations could trigger penalties similar to those imposed in unfair trading cases.
Indonesia’s latest policy follows this wider regulatory shift toward supervised Crypto Promotions. The framework links influencer activity with certification, approved assets, and licensed financial businesses. As a result, social media marketing now faces clearer compliance duties across Indonesia’s digital asset sector.
