Bybit returns to the UK: what changed after the FCA tightened crypto promo rules

During Bybit’s time away, the UK’s rulebook changed in a very practical way. The country didn’t ban crypto, but it did clamp down on how crypto products can be marketed to consumers. In plain terms, a public invitation to trade digital assets can be treated as a “financial promotion,” which means it has to be communicated through a lawful channel under UK rules. That shift pushed a number of big platforms to either exit the market or dial back their visibility to avoid trouble over wording, incentives, and ad campaigns.

In its UK relaunch, Bybit stresses that it is operating within the UK’s financial promotions regime. At the same time, the company notes that the exchange itself is not authorized, regulated, or registered by the UK Financial Conduct Authority (FCA). The approach it has chosen is built around approvals: promotional materials aimed at UK users are cleared through Archax, a London-based firm already operating in a regulated environment and positioned to review marketing messages for compliance.

Alongside the UK retail restart, Bybit is also building out infrastructure designed for more risk-sensitive clients, especially institutions that care as much about custody as they do about execution. The exchange recently announced a partnership with Komainu and an integration with Komainu Connect, aiming to let institutional participants trade while keeping assets with a custodian. In that setup, funds remain in segregated custody while trading flows through a linked arrangement with the exchange. The pitch is straightforward: reduce operational friction without forcing clients to park assets directly on a trading venue.

Seen through a UK lens, the storyline is consistent. Bybit UK is trying to win back retail users while signaling that it can speak the language of controls, process, and risk management. For now, the platform is rolling out a basic product set and says it will expand later, but in a way that fits the UK’s expectations around compliant communications and clear risk warnings.