{"id":25294,"date":"2026-01-21T11:35:56","date_gmt":"2026-01-21T10:35:56","guid":{"rendered":"https:\/\/affidaty.io\/blog\/?p=25294"},"modified":"2026-01-21T11:36:01","modified_gmt":"2026-01-21T10:36:01","slug":"from-hype-to-trust-responsible-communication-on-blockchain-and-cryptocurrency","status":"publish","type":"post","link":"https:\/\/affidaty.io\/blog\/en\/2026\/01\/from-hype-to-trust-responsible-communication-on-blockchain-and-cryptocurrency\/","title":{"rendered":"From Hype to Trust: Responsible Communication on Blockchain and Cryptocurrency"},"content":{"rendered":"\n

Risk Warnings (MiCA Information)<\/strong>: Cryptoassets are digital representations of value or rights that can pose significant risks to retail holders. The value of cryptoassets can fluctuate dramatically and is not guaranteed by any central bank. Before engaging with these technologies, it is essential to consult the project’s official white paper and understand that investing may result in the total loss of your capital. This article is for informational purposes only and does not constitute financial advice.<\/em><\/p>\n\n\n\n

Why blockchain storytelling is a strategic asset<\/h2>\n\n\n\n

Human history has always been shaped by narration<\/strong>. One of the distinctive traits of our species is language. <\/strong>From the recounting of the great deeds of history to the theorization of storytelling, every step forward has been accompanied by narration.<\/p>\n\n\n\n

This is a human constant that does not change, not even in the contemporary financial landscape, in which how we narrate innovation can be as important as the innovation itself<\/strong>. It is undeniable that proper public awareness of innovations contributes significantly to their adoption and diffusion.<\/p>\n\n\n\n

Blockchain technology<\/strong> and cryptoassets <\/strong>are not just technical protocols, but rather ecosystems that require trust to thrive. The role of those who intend to carry out responsible communication on blockchain and cryptocurrencies in the financial sector is important: to act as a “narrative bridge” between technological complexity on the one hand and users and institutions on the other, to transform a curiosity or a passing hype into a solid and lasting reputation<\/strong>.<\/p>\n\n\n\n

Blockchain, fintech, and AI: innovations unlike any other<\/h2>\n\n\n\n

Responsible communication about blockchain or Artificial Intelligence (AI) differs radically from the launch of other innovative technologies (even significant ones, such as advanced robotics, ultra-fast networks or quantum computing) for various reasons. <\/p>\n\n\n\n

Among these:<\/p>\n\n\n\n

    \n
  • the subjectivity of value: <\/strong>Unlike other assets, the value of many cryptoassets is significantly influenced by market participants\u2019 interest, so the narrative itself greatly influences their price;<\/li>\n\n\n\n
  • the cross-border nature: <\/strong>Markets have been global for some time now, and this is especially true for these technologies. This complicates message consistency across jurisdictions. Wherever possible, coordination is needed to avoid inconsistent promises between countries;<\/li>\n\n\n\n
  • the speed of maturation: <\/strong>AI and blockchain are evolving at a pace that often outpaces the understanding of decision-makers and potential users, creating a potentially dangerous information gap. Therefore, continuous translation and updating is essential, simplifying messages without trivializing them.<\/li>\n<\/ul>\n\n\n\n

    In short, coherent, coordinated and simple communication<\/strong> is a healthy foundation on which to develop responsible communication on the topic.<\/p>\n\n\n\n

    Typical mistakes: when communication destroys value<\/h2>\n\n\n\n

    Often, the rush to chase the market leads to errors that compromise brand credibility and violate regulations<\/strong>, generating mistrust rather than understanding. Some examples to avoid are: deceptive promises<\/strong>, the use of unnecessary<\/strong> (or even meaningless) jargon<\/strong>, downplaying risks<\/strong>, and relying on inadequate spokespeople <\/strong>(e.g. influencers) who are not suited to conveying complex messages. Let’s look at them in detail:<\/p>\n\n\n\n

    Deceptive promises<\/h3>\n\n\n\n

    It can happen that, when driven by excessive enthusiasm, the tone can be too sensationalistic or even tend to make promises whose keeping is not certain (a classic example, far from disappearing, the guarantees of quick earnings). All this is not only unethical<\/strong>, but also unproductive <\/strong>in the long term. Furthermore, and this is crucial, it is explicitly prohibited by the MiCA Regulation<\/strong>.<\/p>\n\n\n\n

    Unnecessary jargon<\/h3>\n\n\n\n

    The purpose of communication is to inform and engage, effectively spreading a message to the audience we are aiming to reach. Therefore, the use of overly technical language (which only developers can decipher) is generally considered a barrier. It drives away the average user and creates a sense of mistrust<\/strong> on the part of institutions<\/strong>.<\/p>\n\n\n\n

    Sugarcoated risks<\/h3>\n\n\n\n

    Just as over-emphasising risks can be problematic, the opposite attitude, minimising volatility or downplaying the absence of investor compensation schemes (such as deposit guarantee funds), is equally misleading. But it can also be a double-edged sword<\/strong>, because it leaves those who were not expecting the risks unprepared, and from that moment on they may become distrustful, if not outright detractors.<\/p>\n\n\n\n

    Inappropriate influencers<\/h3>\n\n\n\n

    The use of creators, as we will see later, is of fundamental importance to convey a message or information effectively<\/strong>, but the choice of who “speaks for us” must be careful and sensible. Relying on testimonials without financial expertise to promote complex assets increases the risk of scams and misinformation. The track record of crypto scams perpetrated by fake financial gurus is a type of notoriety that is not beneficial for those who practice responsible communication.<\/p>\n\n\n\n

    The pillars of responsible and effective communication<\/h2>\n\n\n\n

    To build a communication framework that complies with MiCA and ESMA guidelines, we must rely on four key principles, typical of financial communication: clarity and transparency<\/strong>, explanation of risks<\/strong>, responsible use of sources and data <\/strong>and consistency across channels<\/strong>.<\/p>\n\n\n\n

    Clarity and Transparency<\/h3>\n\n\n\n

    In general, all marketing communications must be clearly identifiable <\/strong>as such. This is even more true in a sensitive field like economics and finance, where information must by its very nature be accurate, clear, and not misleading, offering understandable insights and a balanced view of potential benefits and risks.<\/p>\n\n\n\n

    Explanation of risks<\/h3>\n\n\n\n

    It is mandatory to warn customers of the risks associated with operations. Just as we are happy to be informed about the potential health effects of a pharmaceutical product, so too the recipient of the message must be able to perceive the risks<\/strong> even in the economic and financial context. Therefore, all communications must include unequivocal statements regarding the potential loss of value and the lack of protection provided by compensation systems. This is a crucial point, which should not be seen as a deterrent, but rather as a trust-building mechanism.<\/p>\n\n\n\n

    Use of reliable sources and data<\/h3>\n\n\n\n

    Communication must not rely solely on personal opinions or one-size-fits-all advice that is useful to everyone without distinction, but must be based on verifiable data <\/strong>and on approved technical documentation<\/strong>. This also to protect the person who sends the message<\/strong>, who could one day be held accountable for their claims. One example could be providing data and direct links to official white papers.<\/p>\n\n\n\n

    Multi-channel consistency<\/h3>\n\n\n\n

    Finally, a more technical piece of communication advice. Users today seamlessly switch between communication channels, jumping from television to social media, from a Google search to a prompt on an LLM like ChatGPT. The lack of a consistent set of messages transmitted across different platforms <\/strong>(social media, blogs, interviews, testimonials, or otherwise) can undermine the credibility and understanding of content, increasing mistrust. While each platform has its own level of simplification or depth of message, it is essential to maintain consistency and avoid trivialization.<\/p>\n\n\n\n

    Ambassadors and professionals as guardians of trust<\/p>\n\n\n\n

    Any institution, organization, business, or group is made up first and foremost of people. It therefore seems obvious that trust is not built with algorithms, but rather through relationships and people. This is clearly seen in the decades-long use of testimonials, influencers, and creators by brands. In this context, too, the role of ambassadors is fundamental<\/strong>, but it needs to evolve: expert, competent and attentive.<\/p>\n\n\n\n

    Whether we are talking about legal and financial experts<\/strong>, communication skills are cross-cutting and complement technical expertise. It is therefore important that competent professionals are the first to address the public, supported where possible by communications experts.<\/p>\n\n\n\n

    The same applies to competent content creators<\/strong>. The number of people who can explain complex concepts such as staking or consensus mechanisms is growing: real communicators who can bridge the gap between technical detail and understanding, without taking communication shortcuts.<\/p>\n\n\n\n

    In the end, listening and feedback are essential<\/strong>, because truly effective and responsible communication must include procedures for collecting responses, questions, and feedback (even handling complaints), thus ensuring that users feel protected and able to rely on trustworthy communication.<\/p>\n\n\n\n

    Developing a credible ambassador program<\/p>\n\n\n\n

    The creation of effective networks and ambassador programs<\/strong> in the technological\/financial field is neither short nor simple. Here we outline some basic principles that should generally be respected for an effective program:<\/p>\n\n\n\n

      \n
    1. select profiles with a certified financial or technological background<\/strong>, avoid those who only focus on vanity metrics (such as follower numbers or views) or have exclusively commercial aims in their approach to communication;<\/li>\n\n\n\n
    2. impose a code of ethics <\/strong>that protects all parties involved and includes mandatory transparency regarding conflicts of interest, so that users know whether they are receiving educational or commercial communication, calmly activating the most appropriate mechanisms for interpreting the message;<\/li>\n\n\n\n
    3. provide continuing education <\/strong>to selected ambassadors on the areas covered by communication, on communication platforms and techniques and on regulatory developments (such as ESMA or MiCA updates).<\/li>\n<\/ol>\n\n\n\n

      Build trust, do not chase novelty<\/p>\n\n\n\n

      In short, the challenge for those who intend to communicate in the financial and technological fields is to resist the (easy) temptation of hype to embrace a duty-of-care approach <\/strong>(duty of care), since what may seem like a slower and more tortuous path actually contributes to creating greater peace of mind on the subject<\/strong>.<\/p>\n\n\n\n

      Even more so in a market where “money is memory” thanks to the transparency of the blockchain, every communication error remains imprinted in the reputation ledger<\/strong>, whether corporate, professional or personal.<\/p>\n\n\n\n

      Success does not depend on the speed of adoption of the latest innovation, but on the ability to generate trust, making the use of innovations safe, understandable, and reliable.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Risk Warnings (MiCA Information): Cryptoassets are digital representations of value or rights that can pose significant risks to retail holders. The value of cryptoassets can fluctuate dramatically and is not guaranteed by any central bank. Before engaging with these technologies, it is essential to consult the project’s official white paper and understand that investing may […]<\/p>\n","protected":false},"author":393,"featured_media":25298,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard"},"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[1487,349],"tags":[170,906,804,62,844],"coauthors":[1486],"class_list":["post-25294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-educational-ita-en","category-educational-eng","tag-blockchain-en","tag-blog-en","tag-crypto-en","tag-ledger","tag-speed"],"_links":{"self":[{"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/posts\/25294","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/users\/393"}],"replies":[{"embeddable":true,"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/comments?post=25294"}],"version-history":[{"count":0,"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/posts\/25294\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/media\/25298"}],"wp:attachment":[{"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/media?parent=25294"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/categories?post=25294"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/tags?post=25294"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/affidaty.io\/blog\/wp-json\/wp\/v2\/coauthors?post=25294"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}