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Resilient Strategies for Crypto Marketing Success in 2024: Overcoming Regulations and Scandals

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Depending on who you asked about the cryptocurrency industry’s outlook in 2024, you would have heard an answer that varied between cautious optimism and more of the same for 2023. The prevailing bearish macroeconomic conditions of higher inflation and high interest rates have tempered expectations.

Even with the possibility of a final approval of the Bitcoin ETF in the US and the upcoming Bitcoin halving, many thought the headwinds were too strong and that the explosion in popularity of AI would divert all the VC money still available.

As we enter the second quarter of 2024, most people are shocked by how strong and resilient the industry is proving to be. The popularity of Bitcoin ETFs among institutional investors and calmer language from the Federal Reserve have spurred renewed interest in this highly volatile asset class.

But what can we learn from the mistakes of the last bull run, and how can we overcome the reputational damage caused by cryptocurrency scandals while navigating this new regulatory landscape?

How we got here

It seems like a distant memory, but 2021 was a banner year for the industry. Most crypto projects were hitting all-time highs, staking and lending protocols like the Anchoring protocolthey offered returns above 20%, and charismatic founders like Do Kwon, SBF, and Alex Maschinsky were hailed by the mainstream media as the next Steve Jobs.

However, there were warning signs that market sentiment was about to change and that these new prodigies were nothing more than scammers and charlatans preying on the sentiment of the overvalued market.

Even before the 2021 bull run, analysts were highlighting the potential pitfalls of some of the most popular projects of the latest cycle. In April 2018, former Chief Risk Officer at MakerDAO and Research Analyst at Scaler Cyrus Younessi correctly identified the critical point of failure in Terra Luna:

“If the Earth were to fall and break the peg, then it would depend on the Moon to save the Earth. But the Moon would fall as investors panic, and then the Earth would continue to fall, and then they would continue to contribute to each other’s demise.

Crash in 2022, bear market in 2023

The euphoria felt across the market in 2021 will end abruptly in 2022 with the first of many dominoes falling with the collapse of Terra Luna.

Earth’s ecosystem

In one of the most notable collapses of this period, the Terra ecosystem’s flagship protocol, LUNA, and the algorithmic stablecoin (UST) lost their peg to the US dollar, causing the the price will collapse to zero in a few days. LUNA’s fall from grace was made even more spectacular by its founder Do Kwon’s arrogance in promoting its strength and stability.

Celsius

For much of 2021, Celsius has been considered a premium centralized lending platform. Its charismatic founder, Alex Maschinsky, has aggressively promoted his return on investment above 20% and has become the de facto gatekeeper of retail and institutional investors. However, the model became unsustainable due to market changes and the underlying assets starting to lose value. It was revealed that Celcius was using Ponzi economics to support the platform. It was borrowing new deposits to make up for the lack of funds to pay for the high yields and the entire platform collapsed under the weighttaking investors’ deposits with them.

FTX

No project has been as popular or successful during the 2021 bull run as the centralized exchange FTX. It rose to fame due to the reputation of its founder, Sam Bankman Fried, as a dominant arbitrage trader at his first firm, Alameda Research. He was an enigma that the media fawned over as he embraced the lifestyle of a humble billionaire touting the benefits of the philosophical lifestyle of effective altruism. FTX has become the number one exchange globally, signing massive celebrity endorsements from Larry David, Tom Brady and Steph Curry. FTX had become so deeply entrenched in the industry that it required the projects it supported to keep their assets on the platform when it collapsed, has impacted virtually everyone in the space. The once-dominant exchange was ultimately undermined by Binance founder CZ after he publicly sold Binance’s entire stake in the FTX utility token FTT after it was revealed that SBF was using customer deposits to hedge Alameda losses and using FTT to make up the price difference. balance.

Changing regulatory landscape

2022 has thrown the cryptocurrency industry into a deep bear market from which we are only beginning to emerge today. The industry was largely left to self-regulate, with the SEC only intervening in cases of clear criminality. However, the experiences of 2022 have led many people to heavily criticize the SEC’s approach, particularly Chairman Gary Gensler and the close relationship he had with SBF and Alameda Research CEO Caroline Ellison.

In a change of tone, the SEC and Chairman Gensler began pursuing lawsuits against anyone and everyone they could, in an aggressive move toward a policy of regulation through enforcement. The change has impacted individual projects such as Ripple, Library and Tornado Cash. This shift has also resulted in consistent delays in postponing SEC regulatory decisions, particularly in relation to Bitcoin ETF approvals, as well as targeting bona fide players such as centralized exchanges__Kraken__ AND CoinBase. Kraken and Coinbase have been asking for clear regulations to operate for years. For the problems it encountered in trying to remain compliant, the SEC filed lawsuits against each for operate unregistered stock exchanges

In late 2023, the SEC went on a trophy hunt and emerged with the arrest of the CEO of the world’s largest cryptocurrency exchange (Binance), CZ. CZ pleaded guilty to money laundering charges and now faces over ten years in prison, while the exchange was fined $4 billion.

The SEC’s policy change represented a direct attack on the industry. However, ultimately, it has caused greater harm by undermining these companies’ ability to operate in the United States, creating confusion and an environment of ever-changing regulatory targets.

Constant hacks and robberies

Despite the SEC’s new approach to the industry, robberies and hacks across the industry remained rampant throughout 2023. for a total of over 1.7 billion dollars.

While 2024 is once again proving to be a hotbed of crypto hacks and scams, in the first three months for a total of over 437 million dollars. With Bitcoin’s impending halving and its historical trend spurring the next bull run, it’s relatively safe to say that this problem will get worse before it gets better.

Outlook for 2024

So, with all the negative sentiment built up in the industry since the last cycle. How can we stand out and market the industry in a positive light?

If we learned anything from the last cycle it’s that the product needs to take center stage rather than a charismatic leader. It’s easy to get caught up in the excitement when the market moves, but we need to remember the fundamentals of DYOR.

Accountability towards the bad actors of the last cycle is also key. We are starting to see how the criminal activity of these prodigious founders was not because they were operating in the cryptocurrency world, but because they were criminals. SBF and Maschinsky committed embezzlement and financial crimes because they took advantage of user funds, not because of anything technology-related. They are more like Bernie Madoff than Satoshi Nakamoto. Explaining the difference will be key.

We should also take comfort in the fact that, despite Chairman Gensler’s disdain for the industry, his tenure will be limited, other SEC presidents and women have dissenting opinions (Hester Pierce) to the SEC and her legal challenges to reign in the industry they often fail.

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Regulation

South Korea Moves to Delay Cryptocurrency Tax Until 2028 Amid Market Concerns

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South Korea moves to delay crypto tax until 2028 amid market concerns

South Korean lawmakers have proposed a bill to delay the tax on cryptocurrency earnings until 2028.

The ruling political party proposed the bill on July 12, citing current negative sentiment around the cryptocurrency sector as the reason for the extension. declared:

“With investor sentiment toward virtual assets deteriorating, some argue that hasty taxation of virtual assets is not desirable at this time, as virtual assets are high-risk assets with a higher risk of loss than stocks, and if income tax were also imposed, it is expected that most investors would abandon the market.”

South Korea had originally planned to implement its cryptocurrency earnings tax on January 1, 2025. However, if the new bill is passed, the implementation date will be moved to January 1, 2028. The subcommittee met on July 15 to continue the review.

The move is in line with President Yoon Suk-yeol’s campaign promisesHe assured voters that he would extend the cryptocurrency earnings tax during the last general election if elected. His administration aims to create a clear regulatory framework before implementing the tax.

However, the Ministry of Economy and Finance has not yet decided on the postponement. The ministry plans to announce new amendments to the fiscal policy by the end of the month.

“No decision has been made on further postponing the implementation of taxation of income from virtual activities,” a ministry spokesperson said. She said.

South Korea’s Thriving Cryptocurrency Industry

South Korea is one of the fastest-growing countries in the world in adopting this emerging sector.

In the first quarter of this year, blockchain platform Kaiko reported that the Asian country’s national currency, the Won, emerged as the leading currency for global cryptocurrency trading, with a cumulative trading volume of $456 billion across centralized exchanges.

Furthermore, the Asian country is a shining light for its proactivity approach to cryptocurrency regulationSouth Korea has implemented different rules designed to improve consumer protection standards for cryptocurrency users in its jurisdiction.

Latest stories from South Korea

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ESAs consult on guidelines for cryptocurrency regulation

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ESAs consult on guidelines for cryptocurrency regulation

THE European Supervisory Authoritiesincluding EBA, EIPA and ESMA, have published a consultation paper on guidelines under the Markets in Cryptocurrencies Regulation (MiCAR).

In doing so, the ESAs intended to develop templates for legal explanations and opinions regarding the classification of cryptocurrencies along with a standardized assessment to support a common approach to classification. In addition, the current move is intended to assist market participants and supervisors in accommodating a standardized test while receiving legal explanations and opinions that provide descriptions of the regulatory classification of cryptocurrencies in different cases. Among them, the ESAs mention:

  • Asset-Referenced Tokens (ART), whose white paper for their issuance must be accompanied by a legal opinion that highlights the classification of the crypto-asset, especially with regard to the fact that it is not an electronic money token (EMT) or a crypto-asset that could be excluded from the scope of MiCAR;

  • Cryptocurrencies that are not considered ART or EMT under the Regulation, for which the white paper must be accompanied by an explanation of the classification of the cryptocurrency, in particular information that is not an EMT, ART or a cryptocurrency are excluded from the scope of MiCAR.

As part of the press release, the ESAs mention that the consultation paper can be submitted directly from the consultation page, with a deadline for submissions of 12 October 2024. After holding a virtual public hearing on the consultation paper on 23 September 2023, the authorities are ready to publish all contributions, unless otherwise requested.

Background

In an effort to establish a framework for the provision of crypto-asset services, MiCAR develops regimes to regulate the issuance, supply to the public and admission to trading of EMT, ART and other crypto-assets. The draft was created under Article 97(1) of MiCAR, which requires authorities to jointly provide by 30 December 2024 the Guidelines pursuant to Article 16 of the ESA Regulations (EU Regulation) No. 1093/2010 Regulation 1094/2010, Regulation 1095/2010) to specify the content and form of the explanation accompanying the white paper on crypto-assets referred to in Article 8(4) and the legal opinions on the qualification of asset-referenced tokens (ARTs) referred to in Article 17(1), point (b)(ii) and Article 18(2), point (e) of MiCAR.

In addition, ESAs are required to include in the Guidelines a model for explanation and opinion and a standardized test for the classification of cryptocurrencies. At the time of the announcement, this was the only joint policy mandate of ESAs developed under MiCAR.

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Cryptocurrency News Today – July 15, 2024

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Cryptocurrency News Today - July 15, 2024

Welcome to “Crypto News Today”, your daily digest of the cryptocurrency industry.

Bitcoin ETFs surge amid price recovery, market fluctuations

Bitcoin ETFs have seen their best weekly inflows since May, with $882 million in the week ending July 11. Bitcoin’s price has recovered to around $62,000, up 15% from its recent low, reflecting renewed investor interest and market optimism. To learn more, visit the TDR website!

Bitcoin Surpasses Leveraged ETFs

Bitcoin’s price has outperformed risky leveraged ETFs like BITX and BITU, demonstrating the cryptocurrency’s relative stability in a volatile market. Investors are increasingly favoring direct Bitcoin holdings over complex financial products.

SEC Closes Investigation into Hiro Systems

The SEC has concluded its three-year investigation into Stacks developer Hiro Systems without taking any enforcement action. The move brings relief to the company and its shareholders, potentially increasing confidence in the Stacks ecosystem.

Genesis Transfers 760 Million BTC to Coinbase

Amid a market sell-off, Genesis advanced $760 million in Bitcoin to Coinbase. The large transfer has raised speculation about potential trading strategies or liquidity by the digital asset company.

JP Morgan-Backed Partior Closes $60M Series B

JP Morgan-backed blockchain firm Partior has successfully closed a $60 million Series B funding round. The funds will support Partior’s mission to simplify cross-border payments and advance blockchain-based financial solutions.

Cryptocurrencies Become The Theme of 2024

Cryptocurrencies have emerged as a key issue in the 2024 political landscape, with parties and candidates debating regulation, innovation, and the future of digital currencies. This trend underscores the growing importance of cryptocurrencies in economic and political discussions.

Read more cryptocurrency news on the TDR website!

Want to stay up to date on Cannabis, AI, Small Cap and Crypto? Subscribe to our Daily Baked in Newsletter!



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How Cryptocurrency Firms Are Capitalizing on MiCA’s Bumpy Launch – DL News

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How Cryptocurrency Firms Are Capitalizing on MiCA’s Bumpy Launch – DL News
  • The MiCA licensing regime will come into force at the end of December.
  • Levels of severity vary from country to country.
  • This will create opportunities for companies to engage.

Stablecoin laws have already come into force, but EU countries are rushing to comply with the rest of the Union’s new cryptocurrency regulation before the deadline.

The EU regulatory framework requires cryptocurrency businesses such as exchanges to choose a country in which to apply for a license. In practice, countries will inevitably have different levels of stringency.

The Markets in Crypto-Assets regulation is designed to introduce a level playing field across the EU, as national regulators will have to adhere to the same set of standards. Once licensed, crypto-asset service providers, or CASPs, can move their services anywhere in the bloc.

Additionally, countries are allowed to opt for longer transition periods before enforcing the MiCA rules. This is known as the grandfathering period.

All of this could call into question the level of compliance in some countries.

— Ernest Lima, XReg Consulting

That creates opportunities for cryptocurrency firms to seek out jurisdictions with lighter rules and less enforcement, said Ernest Lim, a partner at consultancy XReg. DL News.

“Cryptocurrency companies registered or licensed in different EU member states may be subject to different requirements” between January 2025 and July 2026, Lima said.

Due to time and capacity constraints, some local regulators may have difficulty processing applications in time for the deadline, he added.

“Some may not even have sufficient resources to adequately supervise licensed CASPs,” Lima said.

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“All of this could call into question the level of compliance in some countries.”

Companies are already exploiting the patchy way MiCA regulations are enforced in the EU, in a practice known as regulatory arbitrage, Lima said.

Just the beginning

MiCA’s stablecoin laws went into effect on July 1st, marking the start of the launch.

The next stage is the MiCA licensing regime for cryptocurrency businesses, including exchanges, custodians and investment firms, which will come into force on December 30.

Although the new rules will be stricter, CASPs registered in one country will be able to offer their services throughout the EU27 under the MiCA ‘passporting’ provisions.

Some countries with simpler registration requirements already have significant numbers of VASPs on their registers.

Lima said he expects the number of CASPs in Europe to consolidate significantly, especially in those countries.

In countries with more flexible regulators, companies can benefit from a relatively simple registration process to enter Europe.

According to XReg data, for example, Lithuania has 588 VASPs, while Germany has 12.

Transition period

The MiCA safeguard period will also impact where companies apply for licenses, Lima said.

The grandfathering period is a transition starting on December 30, during which companies can switch to the more stringent CASP regime.

Countries can grant cryptocurrency firms up to 18 additional months from December 30, although the EU securities watchdog recommends a 12-month safeguard period.

In assessing how much time to give companies to transition to the CASP regime, countries will have considered “how prepared they are internally to process applications, the gap between MiCA and their current regime, and the number of companies currently registered in their jurisdictions, all of which influence the workload associated with the transition,” Lima said.

Some countries have announced their transition, others have not, he added.

Among those who have announced:

  • France will allow a ramp-up period of 18 months. The country already has a regime similar to MiCA in place.
  • Many countries, including Ireland, Germany, Spain and Austria, are opting for the recommended 12-month transition.
  • Lithuania, which has very lax AML requirements and a large number of registered VASPs, has been at a standstill for five months.
  • The Netherlands will implement the MiCA regime on 30 December and is already accepting applications.

Strategie

Lima said that cryptocurrency companies are evaluating different strategies to take advantage of this uneven distribution.

Some companies are aiming to comply as soon as possible, by December 30, which means they will be the first to avail themselves of passporting rights and gain market share in the EU.

“Others are opting to file multiple applications in EU jurisdictions,” he said.

This approach allows a firm to benefit from a transition period in a trusted jurisdiction while working on a MiCA application.

However, he said that time was running out: local regulators were preparing to start the MiCA application process.

“Soon there will be no more time to process new applications.”

Lima said some companies have no intention of ever complying with MiCA.

Instead, they chose to continue working as long as possible before closing their businesses for good.

Contact the author at joanna@dlnews.com.

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