Crypto lanceren is makkelijk geworden, voldoen aan de regels niet

For compliance teams, the key message is that MiCAR obligations can be triggered by public-facing token issuance and marketing, including memecoins, and that promotional communications must be accurate, balanced and free from misleading or unrealistic claims. Firms should review any token creation, distribution or community promotion activity against their regulatory perimeter assessment and ensure that offering documentation, risk disclosures and marketing approvals are appropriately governed. Executives should treat token launches as regulated conduct risk rather than purely product or marketing initiatives, with clear ownership across legal, compliance and communications.

Practical next steps include asset classification, confirming whether MiCAR authorisation, notification or white-paper requirements apply, reviewing all public statements and influencer/community messaging, and maintaining evidence of consumer-facing controls. The AFM's consumer warning also signals supervisory focus on mis-selling and hype-driven promotions, so firms should expect scrutiny of claims, risk warnings and target-market suitability. While the statement does not introduce a new rule, it reinforces that token issuers and intermediaries operating in or into the Netherlands need compliance-by-design and robust marketing oversight.

Firms that embed MiCAR readiness early can reduce enforcement and reputational risk and differentiate through consumer trust.