#Cryptocurrency on Twitter Httpool Performance Team @HttpoolGlobal 1 What can be done? Full policies found here Can be promoted without allowlisting ● Educational & news content; ● Hardware wallets; ● Services and products based on blockchain technology that are not a virtual currency. Requires allowlisting ● Cryptocurrency exchanges & products/services that allow buying of cryptocurrencies; ● Cryptocurrency "hot" wallets; ● Cryptocurrency kiosks / ATMs; ● Cryptocurrency credit / debit cards; ● Non-fungible tokens (NFTs) and related products; ● Contracts for Difference (CFDs). Prohibited ● Cryptocurrency initial coin offerings (ICOs), Initial exchange offering (IEO), Initial decentralised exchange offering (IDExO); ● Decentralised crypto borrowing / lending, DeFi insurance, DApps, Decentralised exchanges; ● NFT/Blockchain games & AI based Crypto software. 2 #Cryptocurrency on Twitter 1. 2. 3. Twitter currently does not have any policies around crypto software utilizing artificial intelligence and, therefore, any AI Crypto software is prohibited. Similarly, blockchain/Play to Earn games are treated as gambling and any wording of ”Blockchain games”, ”NFT Games”, ”Play 2 Earn”, ”P2E” or similar is prohibited. NFT/Blockchain games and AI Crypto software Any mentions of ”decentralized”, ”DeFi”, ”DEX” in a sales context would likely make the project fall under this category Decentralised crypto borrowing / lending, DeFi insurance, DApps, Decentralised exchanges. Any mentioning of the words ”ICO”,”Token”,”Initial Offering” would likely get the project fallen under this category Cryptocurrency initial coin offerings (ICOs), Initial exchange offering (IEO), Initial decentralised exchange offering (IDExO); What products & services go under the prohibited category? 3 #Cryptocurrency on Twitter *Prohibited products & services can still advertise educational content after their profile & content has been adjusted to be policy-compliant 1. 2. 3. Italy, South Africa, KSA, Kuwait, Qatar, Nigeria, Turkey, Russia, Ireland, Switzerland. Opening up late-Q1’22 United Kingdom, France, Spain, Germany Opening up mid-Q1’22 Argentina**, Brazil**, USA, Canada, Mexico**, Japan, Singapore, Philippines, Thailand, Malaysia, India**, Australia Currently available for allowlisting Which countries are allowed with licensing for cryptocurrency advertising?* For products & services requiring allowlisting, here is the full list of license requirements. 4 #Cryptocurrency on Twitter *Only Twitter & their reseller (Httpool) managed accounts can be allowlisted **Argentina, Brazil, Mexico, India can be allowlisted without any license requirements. Companies need to provide their Certificates of Incorporation stating that they have been incorporated for more than 2 years Where can I advertise educational content (and NFTs)? Advertising of educational & news content does not require allowlisting, however, the ad account needs to be compliant and not have promotion of their product in the bio or landing page 5 #Cryptocurrency on Twitter ● Africa and the Middle East : Egypt, Ghana, Israel, Kenya, Kuwait, Morocco, Nigeria, Oman, Pakistan, Qatar, Saudi Arabia, South Africa, Tanzania, Uganda, United Arab Emirates, Zambia ● Asia Pacific : Australia, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Thailand, Vietnam ● Europe: Austria, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Finland, Ireland, Italy, Macedonia, Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovenia, Serbia, Spain, Switzerland, Sweden, Turkey, UK and jurisdictions, Ukraine ● Latin America: Argentina, Aruba, The Bahamas, Barbados, Bermuda, Brazil, Chile, Costa Rica, Curacao, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Jamaica, Nicaragua, Panama, Paraguay, Peru, Trinidad & Tobago, Uruguay, Venezuela ● North America: Canada, U.S. Mexico, Colombia can only be targeted if the business has a legal entity in these countries. Ads targeting Russia must be in the Russian language. Ads targeting Slovenia must be in the Slovenian language. Examples of accounts promoting educational content - Landing page on the account leads to a blog or news site that is on a subdomain of the main site (Twitter scans the domain, but treats subdomains as separate domains) E.g. news.website.com instead of website.com/news - Bio, profile image, cover photo does not include direct wording that users can buy cryptocurrencies #Cryptocurrency on Twitter 6 *For policy compliance, Twitter’s policy team checks the bio, bio LP, cover photo, profile picture, & any created promoted tweet or promoted organic tweet content Where can I advertise Contracts for Difference (CFDs)? CFD advertising requires either local or globally recognized licenses. For a product to be treated under the CFD policies, the app store page & landing page should clearly mention that CFDs are sold & contain the required CFD disclaimers. 7 #Cryptocurrency on Twitter CFDs can be advertised in all countries where educational content is allowed; however, some countries are exceptions and require local licenses and do not recognize global licenses: - Oman: a letter confirming that you have the appropriate licensing from the Capital Markets Authority; - South Korea: a link to your clients entry on the FSS; - Singapore: a link to your clients entry on the MAS; - Hong Kong: a link to your clients entry on the HKMA; - Japan: a link to your clients entry on the FSA; - Turkey: a link to your clients entry on the BDDK; - Kenya: a link to your clients entry on the CMA or CBK. Examples of licenses recognized as globally acceptable by Twitter: - Cyprus Investment Firm License from the Cyprus Securities and Exchange Commission (CySEC); - Financial Conduct Authority ( FCA ) license in the UK; - Activity licence for the provision of financial services from the Estonian Financial Intelligence Unit (FIU). Creative tips for educational content Avoid sales content or links leading to product pages. Focus on market education, news about your company/product, or the technology to avoid ad rejection Avoid guarantees & exaggerations. If talking about future gains or market movements, make sure to add a disclaimer/source of the information to avoid potential rejection due to promoting unacceptable business practices. Avoid wording like ”most” or ”best”. Provoke conversation! Use emojis to humanize the brand & ask questions to get the users’ opinion & start conversation. If reach or engagement is the focus, try out hashtags! Try out contests! We’ve seen that contests are the easiest way to make viral content and lower your cost per engagement. If this hasn’t been done, give it a shot! Creative tips for sales content Show historical trends & gains! Include trend lines & graphs outlining how $BTC, the market, or any specific cryptocurrencies have grown over the past! Note - this only applies to cryptocurrency products and not CFDs due to regulatory requirements. Avoid guarantees & exaggerations. If talking about future gains or market movements, make sure to add a disclaimer/source of the information to avoid potential rejection due to promoting unacceptable business practices. Avoid wording like ”most” or ”best”. Promote new listings! New coin listings can attract new audiences, so be sure to utilize these in your advertising! Avoid hashtags. While hashtags are great for engagement, it creates another clickable component to your tweets that doesn’t lead users to your content, potentially reducing your CTR. 10 Ready to #Launch? Fill in our brief here. Httpool Performance Team @HttpoolGlobal #Cryptocurrency on Twitter