The United Kingdom’s financial regulator has published a pixelated, video game-styled Wild West cartoon to enlighten investors.

The United Kingdom’s financial regulator, the Financial Conduct Authority (FCA), has vigorously promoted its marketing rules for crypto firms since their publication in June. And it’s now found a way to bring them to life as a pixelated Wild West cartoon to enlighten investors.

The cartoon explains how to judge whether crypto companies play by the FCA’s marketing rules. Under the rules, crypto promo campaigns are not allowed to propose free gifts or referral bonuses, and they must display a prominent warning about the risk of losing money when investing in crypto.

Screenshot of the cartoon on the FCA’s website. Source: FCA

As the narrator voices the rules, the cartoon protagonist, wearing a cowboy hat, rides on a horse through the Wild West landscape. Crypto appears as a golden coin above a well, dropping into the well directly in front of the investor-cowboy. When she hears the narrator warn about companies not complying with the FCA’s marketing rules, she hangs up a “Wanted” poster with a green snake’s face on it. The snake also wears a tiny hat.

Screenshot of the cartoon on the FCA’s website. Source: FCA

The FCA representative revealed that the video is a part of InvestSmart campaign for consumers.