New York's Department of Financial Services (NYDFS) has issued new guidance on advertising and marketing practices for licensed cryptocurrency firms, giving them until May 10, 2027 to update their policies.

The guidance is dated November 10, 2026, and was published as an industry letter on November 12. It applies to virtual currency businesses licensed by the department, the state regulator that supervises digital asset companies operating in New York.

NYDFS is the primary regulator for the cryptocurrency sector in New York. Firms offering virtual currency services in the state generally operate under a BitLicense or a limited purpose trust company charter, licensing frameworks the department introduced in 2015. Holders of these licenses include some of the largest US exchanges and custody providers, and because the new guidance applies to virtual currency businesses licensed by the department, its advertising and marketing expectations span both licensing frameworks.

The department routinely communicates supervisory expectations to regulated entities through industry letters, which have previously addressed topics such as consumer protection, coin listings and risk management. Licensed companies are generally expected to incorporate the requirements set out in such letters into their compliance programs.

Under the new guidance, affected firms have until May 10, 2027 to bring their advertising and marketing policies into line with the department's expectations. Such policies govern how a licensed firm presents its products and services to the public, and the deadline falls roughly six months after the letter's publication, setting a fixed date by which those policies are expected to be aligned with department expectations and reflected in licensees' compliance programs.

This report was first published by COINOTAG on November 12, 2026: NYDFS Sets May 10, 2027 Deadline for Licensed Crypto Firms' Ad Rules