The New York State Department of Financial Services issued advertising and marketing guidance for licensed virtual currency entities, requiring compliance by May 10, 2027. Licensed institutions must update their policies and procedures, conduct annual reviews, and retain records for regulatory inspection. The guidance mandates that all marketing content be evidence-based and verifiable, prohibiting exaggeration of performance or regulatory status. Institutions must also establish internal review processes for marketing materials, perform due diligence on third-party promoters, and promptly address brand impersonation issues. Clear and prominent disclosures are required across all promotional communications.