[New York State Department of Financial Services Issues Crypto Advertising and Marketing Guidelines, Requiring Licensed Institutions to Comply by May Next Year] According to a notice from the New York State Department of Financial Services (NYDFS), the agency has issued advertising and marketing guidelines for licensed virtual currency institutions. These guidelines require institutions to update their advertising and marketing policies and procedures by May 10, 2027, and to conduct at least annual reviews with records kept for future reference. The guidelines require marketing content to be based on evidence and verifiable, and prohibit exaggeration of performance or regulatory status. Disclosures must be clear and prominent. Institutions must also establish marketing material review processes, conduct due diligence on third-party promoters, and promptly address any misuse of their brand.