The UK's Financial Conduct Authority (FCA) has removed 54% of illegal cryptocurrency advertisements as part of its enforcement efforts, having flagged a total of 1,702 ads. The FCA's actions come amid rising concerns over misleading promotions, particularly those involving meme coins. Google is set to implement stricter advertising rules starting January 15, 2025, which will require FCA approval for crypto-related promotions in the UK. In parallel, the European Union's comprehensive crypto-assets regulation framework, known as MiCA, officially went into effect on December 30, 2024. This regulation aims to create a unified licensing and supervisory system for crypto-asset issuers and service providers across the EU, enhancing consumer protection and addressing compliance issues.