Affiliate Marketing Guide
This guide will help put you on the road towards creating a successful, lawful engagement
with your audience when promoting Coinbase. Applicable laws regulating affiliate marketing
are complex and the most important thing to remember is that creativity in the ever
changing cryptocurrency landscape is not an excuse to avoid legal compliance. Legal
compliance must be at the forefront of your campaign to ensure trusting and transparent
engagement with your audience and so your latest promotion does not become one of the
“don’ts” of crypto affiliate marketing history. Remember, all Coinbase Affiliate Program
Agreement terms and conditions apply to your Coinbase campaigns.
The FTC (US) and CAP/ASA (UK) are not the only regulatory agencies enforcing the rules. Other
countries have or soon will have their own marketing and advertising laws or self-regulatory
guidelines applicable to cryptocurrency advertising that publishers will need to adhere to. We
highly recommend that you refer to the rules and guidance applicable to each jurisdiction
where your audience is based to ensure that you are not breaking rules applicable to affiliate
marketing. To ensure all best practices of being an affiliate marketer for any industry are ever
present keep the below rules and guidelines top of mind.
● CAP Guidance for Online Affiliate Marketing:
○ https://www.https://www.asa.org.uk/advice-online/affiliate-marketi
ng.html
● CAP Guideline for Effective Disclosures on Social Media:
○ https://www.asa.org.uk/advice-online/remit-social-media.html
● FTC Endorsement Guides:
○ https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-publis
hes-final-guides-governing-endorsements-testimonials/091005revisedendorse
mentguides.pdf
● FTC’s Guideline for Effective Disclosures in Digital Advertising:
○ https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-r
evises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf
● FTC Guideline for Disclosure on Social Media:
○ https://www.ftc.gov/business-guidance/resources/disclosures-101-soci
al-media-influencers
Disclosure Guidelines
It isn't enough to make a disclosure. It is your responsibility to ensure that the disclosures
you make are clear and conspicuous, that your audience notices them, and are able to
understand that the disclosure means you may receive compensation by advertising and
promoting Coinbase. Although technical compliance with the laws applicable to affiliate
marketing is required, strive to maintain a standard that will allow your audience to easily
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understand the relationship between you and Coinbase. Using clear and conspicuous
disclosures will ensure that your audience understands the nature of the media and
content they are consuming, improving the user experience.
Country-Specific Disclosure Guidelines
Cryptocurrency advertising is subject to more scrutiny than ever before. It’s critical as a
Coinbase affiliate that you are keenly aware of and comply with all applicable rules when you
advertise on our behalf. Below you will find a non-exhaustive list of resources we’ve gathered
to assist you in ensuring compliance in certain jurisdictions.
● United Kingdom: Please see the CAP Advertising of Cryptoassets Enforcement Notice
available for download here:
https://www.asa.org.uk/resource/enforcement-notice-advertising-of-cryptoassets-cry
ptocurrencies.html
A special about disclosures in the United Kingdom: All crypto-related ads in the UK
must include the following disclosure:
"Capital may lose all value. Not regulated in the UK. Subject to CGT."
The following disclaimer must be included in all advertisements that reference crypto
pricing, in addition to the above disclosure:
“Content is for informational purposes and is not investment advice. Past
performance is not indicative of future results. Investing in cryptocurrency
comes with risk.”
● India: See the Advertising Standards Council of India’s guidelines for crypto ads
here: https://ascionline.in/images/pdf/vda-guidelines-23.02.22.pdf
● Spain: See the National Securities Market Commission guidelines for crypto ads
here: https://cnmv.es/DocPortal/Legislacion/Circulares/Circular_1_2022_EN.pdf
● South Africa: See the Advertising Regulatory Board’s guidelines for crypto ads -
Section 17 - here:
https://arb.org.za/assets/section-iii-specific-categories-of-advertising-v2023.1.pdf
● Netherlands: To avoid having to add a lengthy disclosure, do not reference
Coinbase’s Dutch registration.
Social Media Disclosure Guidelines
Do’s Don’ts
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● Make the disclosure using hashtags
like #ad, #advertisement,
#sponsored, or #promotion.
● Place the disclosure at the very
beginning of the post.
● Include written disclosures (e.g.
#ad) at the beginning of the video
description (including video stories)
within photo content, in addition to
the post description. For videos or
live streams, also include an
audible disclosure.
● Put the disclosure at the bottom of
a post or mix in the middle of other
hashtags.
● Only rely on tagging the advertiser
or the platform to disclose.
● Make it difficult for the audience to
know you're being compensated by
Coinbase.
● Only include a disclosure on video
content or photo content in the post
description.
Editorials, Blogs and Other Non-Social Content Disclosure Guidelines
Do’s Don’ts
● Make your disclosure easy to
understand.
Prominent:
● Ensure your disclosure appears
‘above the fold’ meaning the user
doesn’t have to scroll down to see
it.
● Make the disclosure stand out
visually so your audience has every
opportunity to see it.
● Make sure it’s easy to read (e.g.
contrasting text colors with page
background color).
Proximate:
● Put your disclosure near the
relevant content (e.g. posting,
statement, or endorsement) that
causes you to have to make a
disclosure. At a minimum the
disclosure should be on every page
that contains affiliate link(s).
If hyperlinking to a disclosure page:
● Ensure the link itself is both
prominent and proximate.
● Make your disclosure tough to
understand.
● Only state ‘we use affiliate links.’
● Put the disclosure at the footer of
your site, or in an inconspicuous
spot (i.e. middle of the page on the
side, bottom of post, etc.).
● Bury your disclosure in an “About
Us,” “Terms of Service,” “Privacy
Policy” or other similar section.
● Only put a disclosure on your
home page, on a disclosure page,
or a link in the footer.
● Put in color or font that is difficult
to read (i.e. light gray on white
background).
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Geographic Restrictions Guidelines
Coinbase’s products and services are not available in every country or in every state,
territory, or province within a given country. While it’s understandable that certain users in
restricted areas may access generally available content, any targeted marketing campaigns
which promote Coinbase, including sending links related to Coinbase, must not be directed
within the below prohibited jurisdictions. This list of restricted countries was last updated in
February 2023 and may continue to be updated from time to time.
● North America: State of Hawaii (United States), Mexico.
● Latin America and the Caribbean: British Virgin Islands, Bermuda, Cayman
Islands, Colombia, Costa Rica, Dominican Republic, Ecuador, Guatemala,
Jamaica, Peru, Saint Lucia, and Uruguay.
● Europe: Andorra, Austria, Belgium, Bulgaria, Cyprus, Czechia, Estonia,
Finland, France, Gibraltar, Greece, Guernsey, Iceland, Isle of Man,
Liechtenstein, Lithuania, Luxembourg, Malta, Monaco, Norway, Poland,
Portugal, Romania, San Marino, Slovakia, Spain, and Switzerland.
● Africa and the Middle East: Afghanistan, Algeria, Bahrain, Belarus, Côte d’Ivoire,
Crimea, Djibouti, Egypt, Ethiopia, Georgia, Guinea-Bissau, Iraq, Israel, Jordan,
Kuwait, Lebanon, Lesotho, Liberia, Macedonia, Mauritania, Morocco, Namibia,
Niger, Qatar, Russia, Saudi Arabia, Senegal, Seychelles, South Africa, South
Sudan, Sudan, Syrian Arab Republic, Tanzania, Tunisia, and United Arab
Emirates.
● Asia Pacific, Central Asia and Japan: Bangladesh, China, Hong Kong, India,
Indonesia, Macau, Malaysia, Mongolia, Myanmar, New Zealand, Philippines,
Republic of Korea, Singapore, Taiwan, Thailand, Uzbekistan, and Vietnam.
● Other: any jurisdiction in which trading and/or usage of cryptocurrency or
digital assets is prohibited, or any country or jurisdiction subject to embargo
or sanctions by the U.S. Government (“Sanctioned Jurisdictions”), including,
without limitation, Cuba, Iran, North Korea, Northern Sudan and Syria (or any
additional country or jurisdiction added to this list by Coinbase from time to
time, in its sole discretion, with notice to you).
Offers & Incentives Guidelines
As a Coinbase Affiliate, you may decide to provide an incentive or offer directly to your
audience. You are permitted to make direct incentives or offers so long as you: (i)
communicate clearly the incentive or offer is coming from you and not Coinbase, and (ii)
ensure the incentive or offer is presented accurately and includes any required disclosures,
relevant information, and/or terms and conditions as further outlined below. If you wish to
run an offer or incentive which differs from the categories of offers, or which does not use
the disclosures exactly as listed below, you must contact Coinbase for its prior written
approval before publishing the offer or incentive.
Note: Any offer or incentive which uses the word “free” must clearly communicate the
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requisite actions required to be eligible for the free reward.
Type of Offer Guidelines for Offer Applicable Disclosures
Currently
Available
Coinbase
Offer
● Use the exact language
Coinbase uses to promote its
offer. For example, if
Coinbase’s website or ads
state “Get $5 in Bitcoin when
you sign up for Coinbase”
you must use this exact
language in your promotion
of this offer.
● Use the exact disclosure
language Coinbase uses
applicable to that offer.
● Ensure your disclosures are
used in accordance with the
guidance in the Disclosures
section.
● Ensure that you only promote
a Coinbase offer while the
Coinbase offer is live and
valid. Remove any promotion
of an expired offer.
For the offer which promotes
receiving an amount of
Bitcoin upon signing up with
Coinbase, use the following
disclosure:
“After your photo ID is verified, BTC
will be added to your portfolio.
Limited time offer. Offer available
to new users who have not
previously verified their
identification. Offer not available to
new users who were referred to
Coinbase through the Referral
Program or who have previously
opened an account using different
contact information. Coinbase may
update the conditions for eligibility
at any time.”
For the offer which promotes
receiving an amount of Bitcoin
upon making a user’s first
trade with Coinbase, use the
following disclosure:
“After your first trade, BTC will be
added to your portfolio. Limited
time offer. Offer available to new
users who have not previously
made a crypto purchase on
Coinbase. Offer not available to new
users who were referred to
Coinbase through the Referral
Program or who have previously
opened an account using different
contact
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information. Coinbase may
update the conditions for
eligibility at any time.”
For the offer which promotes
the amount of reward
earning potential through
the Coinbase Earn product,
use the following disclosure:
“Limited while supplies last and amounts
offered for each quiz may vary. Must
verify ID to be eligible and complete quiz
to earn. Customers may only earn once
per quiz. Coinbase reserves the right to
cancel the learning rewards offer at
anytime. Coinbase receives fees from
asset issuers in connection with creating
and distributing asset and/or protocol
specific learning rewards content.”
Currently
Available
Coinbase
Offer Plus
an Affiliate
Offer
e.g. promo
code
● Follow all guidelines above
applicable to promoting a
Coinbase offer.
● Make clear that the Affiliate
offer is separate and distinct
from the Coinbase offer.
● Make clear that Coinbase
will provide the benefits
of the Coinbase offer and
the Affiliate will provide
the benefits of the
Affiliate offer.
● The same disclosures
applicable to the
Coinbase offer.
● Disclosures based on the
Affiliate offer.
Affiliate
Offer Only
e.g.
cashback
Make clear the Affiliate offer is
coming from and offered by the
Affiliate and not from Coinbase
Any disclosure deemed
necessary by the Affiliate
to ensure compliance with
legal requirements and the
Disclosures section in
these guidelines.
Content Guidelines
Coinbase desires to maintain its brand and image in the marketplace. To do that, we rely on
our affiliates to ensure the promotion of Coinbase is in a similar form and fashion to how
Coinbase promotes itself. If you choose to make statements or claims about Coinbase, or a
Coinbase product or service, make sure the statement or claim is something that Coinbase
has previously published and is up to date. You cannot, however, make statements or Claims
about Coinbase, or its products or services, that would require proof that Coinbase itself
doesn’t have. If you are making an endorsement of Coinbase, your statements must reflect
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your honest opinions, beliefs, or experiences and must not be false, misleading, or
unsupported.
In addition and to maintain our brand’s integrity, you are restricted from promoting Coinbase
on sites and apps that contain or reference categories related to:
● Adult content, pornography, weapons, graphic violence (including any violent video
game images), alcohol, drugs, tragedy, transportation accidents, sensitive social
issues, political in nature, or gambling;
● Content that is offensive, profane, hateful, threatening, harmful, defamatory, libelous,
harassing, or discriminatory (whether based on race, ethnicity, creed, religion, gender,
sexual orientation, physical disability, or otherwise); and/or,
● Soliciting any unlawful behavior.
Upon Coinbase’s request, you shall immediately comply with Coinbase’s instructions to
modify or remove published content.
Coinbase Content References
You may wish to mention Coinbase in a consistent communication style and tone as
Coinbase does. For examples of current copy for you to use in your marketing assets, please
click here.
Brand Use Guidelines
You must comply with our trademark usage guidelines set out below when using Coinbase’s
trademarks, service marks, trade names, logos, fonts, names of Coinbase software, products,
and services, and any other Coinbase branding elements, whether registered or unregistered
(collectively, “Coinbase Marks” or “Marks”) in your promotional and advertising materials.
By using our Coinbase Marks you acknowledge that: Coinbase is the sole owner of those
Marks; you promise not to use the Coinbase Marks except as expressly authorized by
Coinbase; and all use of the Coinbase Marks and goodwill associated with your use will inure
to the benefit of Coinbase. You agree not to take any action that is in conflict with Coinbase’s
rights in, or ownership of its Marks, including without limitation registering any Coinbase
formative trademark or domain name. Coinbase may review your use of the Coinbase Marks
at any time and reserves the right to terminate, modify or require modification to any such
use at any time.
Trademark Usage Guidelines
1. You may only use the Coinbase Marks in educational, advertising, promotional, and
sales material as authorized by Coinbase in this Guide and in the format provided
here, or as otherwise provided to you by Coinbase. We reserve the right to prohibit
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the use of our Coinbase Mark in AdWord programs at our sole discretion.
2. You may not alter the image of the Coinbase Marks in any manner, including but
not limited to, changing the proportion, color, or font of the Mark, or adding or
removing any element(s) of the Mark.
3. The Mark must appear by itself with reasonable spacing between each side of the
Mark and other visual, graphic, or textual elements, or as otherwise approved by
Coinbase. Under no circumstances should the Mark be placed on any background
which interferes with the visibility, readability or display of the Mark.
4. Do not combine our Coinbase Mark(s), either in whole or in part, with another
mark(s) to create a new mark, domain name, or tagline (including #hashtags and
slogans).
5. Do not use a registration ® with any Coinbase Mark.
6. Do not change any element of the Coinbase Mark through hyphenation,
abbreviation, alternate spelling, spacing, pluralization, capitalization, or stylization.
Prohibited examples: Cbase, C-Exchange, Coin-Base.
7. You may not use any Coinbase Mark to disparage Coinbase, its products or services, or
in a manner that, in Coinbase’s sole discretion, may diminish or otherwise disparage
or tarnish Coinbase’s goodwill in any of its Marks.
8. You may use Coinbase Marks only to promote Coinbase in your capacity as a
Coinbase affiliate, as accessible and provided in your Impact account.
Coinbase reserves the right, as it determines in its sole discretion, to modify these guidelines
and/or the approved Coinbase Mark(s) at any time and to take appropriate action against
any use without permission or any use that does not conform to this Guide.
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