The U.K.’s financial watchdog published guidance on its new crypto advertising rules Thursday.

The Financial Conduct Authority’s new regime took effect on Oct. 8, and the regulator has been consulting on guidance since June. Under the new rules, firms are required to include appropriate risk warnings on all their communications to U.K. customers that have a “promotional” element.

The regulator has already added 221 firms it deems non-compliant with the new regime to an alert list, and has promised enforcement action on companies that are not careful with approving ads.

Read more: Upcoming UK Rules for Crypto Ad Approvers Spell Uncertainty for Industry

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