The New York State Department of Financial Services issued advertising and marketing guidance on November 12, 2026, for licensed virtual currency entities, or VCEs, operating in New York. Acting Superintendent Kaitlin Asrow presented the directives, which require firms to ensure promotional claims are evidence-based, verifiable, clear and prominently disclosed. The guidance prohibits exaggerating performance or regulatory status and requires firms to identify the responsible VCE. Licensed institutions must update their policies and procedures, establish internal review and approval processes, conduct annual reviews, retain records for regulatory inspection, and perform due diligence on third-party promoters. They must also monitor and promptly address brand impersonation. The guidance is intended to strengthen consumer protection and make crypto-related marketing clear, complete and easy to understand. It does not create a new prohibition: 23 NYCRR § 200.18 has barred misleading representations by VCEs since 2015. Firms have until May 10, 2027, to implement the controls.