I could agree with you that the internet can be a bit like the wild west sometimes in terms of rules
When a new project appears on the market that has not yet been regulated, it almost always looks like in the wild west. See that even Bitcoin, which has been on the market for around 12 years, has still not been regulated. I think that this type of marketing campaign will also be regulated soon and it will all have to be official. It just takes a while longer for that.
the interesting thing is:
some things can't be regulated and regulation sometimes will hurt more than help
but I'd agree that in terms of online marketing things can get tricky and we should be paying attention to how people make ads, specially when it comes to ads for kids
it'll still be easier to regulate it on traditional media than online
didn't see any news on twitch banning crypto related subjects too