An official from the Financial Conduct Authority (FCA) told CoinDesk that the new FCA rules will prohibit giving away free non-fungible (NFT) tokens or cryptocurrencies via airdrops in order to promote investment in digital assets.

According to a report published by the FCA on Thursday, strict rules for crypto financial promotion will be implemented in the U.K. on October 8. These rules will classify crypto as a restricted mass market investment and require ads on crypto to include clear warnings about risks. In addition, all incentives to encourage the public to invest in cryptocurrency will be prohibited.

In the past, celebrities and crypto companies have given away free NFTs to clients or fans that were tied to the blockchain of a project or represented real-world assets. As part broader marketing campaigns, projects have also distributed crypto airdrops.

Matthew Long, Director of Payments and Digital Assets at the FCA, said that these free NFTs or airdrops could lead to consumers purchasing crypto which they later realize is “problematic”.

Long, , the FCA’s leader for crypto work, was appointed to this position last year.

Read more about UK FCA’s proposed ban on crypto incentives in tough new marketing rules

The FCA policy document released on Thursday stated that when the FCA held a consultation last year to determine its marketing rules, the majority of respondents were against proposals such as banning incentives, classifying crypto as an investment for mass markets, and preventing new investors from receiving non-real-time promotional offers (DOFP).

Only entities authorized by the FCA are able to approve their own ads. The government, since there is no system in place to allow the FCA fully authorize crypto firms at this time, has created a temporary exemption which will allow crypto firms that are registered with the FCA and comply with its anti money laundering requirements to start in October.

In the future, however, only FCA authorized entities would be able approve advertisements. Some industry professionals fear that the requirement could be too restrictive.

The requirement that all approvers have a working knowledge of crypto assets, and that they have the permission to be an approver, could also introduce a restrictive regime due to the small number of organizations that would meet this criteria.

The FCA intends to implement the measures above regardless of any industry opposition.

Long stated that the FCA listened to those who participated in its consultation last summer and selected rules it considered to be the “safest possible set of rules.”

CoinDesk interviewed several lawyers who welcomed the new regime, stating that it would protect consumers.

Will Charlesworth, a crypto assets partner with Keystone Law in the U.K. said in a press release that the stability and oversight provided by the recent FCA changes could enhance market and consumer confidence.

Since January 2020 the FCA received 318 applications for crypto registration and 41 crypto firms completed the registration process. Some companies have complained that the regulator’s registration process is too long.

Long, speaking about the registration system, said: “These are high-standards, and for good reason. We want to ensure that our custody is safe, and we do not want money laundering.” He also said that the FCA engages in weekly dialogues with cryptocurrency companies.

Read more: UK Crypto Firms & Regulator Blame each other for Industry Exodus

The U.K. closed a recent consultation on new crypto rules and proposed a a new authorization regime that would be managed by the regulator. This included all crypto firms, including those registered with the FCA.

Long stated that the FCA focuses on six areas. These include fraud and cross-border risk, as outlined in a report published by the international securities regulator IOSCO addressing concerns about investor protection and market integrity.

Read more: UK Cryptofirms to get Broad Laws and May Need New Authorization

Nikhilesh De, Sandali Handagama and Nikhilesh De edited the book.