The use of blockchain technology and cryptocurrencies in the metaverse provides access to fast, secure and geographically unlimited transactions, but also opens up new challenges related to consumer protection and advertising ethics. Indonesia still faces serious regulatory and consumer protection challenges in the digital economy. This regulatory gap creates new risks, especially for consumer rights, where data privacy and security are often overlooked. This research aims to evaluate the extent to which digital advertising practices in the metaverse meet applicable advertising ethical standards and analyze how consumer rights in cryptocurrency-based transactions in the metaverse are understood, protected and practiced in Indonesia. This research uses mixed-methods research with an explanatory case study approach. The population of this study is all cryptocurrency-using consumers involved in transactions on the metaverse platform in Indonesia. Sampling using purposive sampling technique with predetermined criteria and a sample size of 385 respondents. The quantitative data collection technique in this study used a structured questionnaire with a Likert scale. Qualitative data collection using semi-structured interview techniques. The results of hypothesis testing show that all hypotheses proposed in this study are accepted. Most respondents stated that they have not fully understood their rights in the context of cryptocurrency-based transactions in the metaverse; reinforcing the quantitative results that show the importance of awareness of consumer rights.