XRP continues to face strong selling pressure, with Binance data pointing to subdued buying demand across the broader crypto market. Meanwhile, Ripple CTO Emeritus David Schwartz has publicly defended the company’s advertising campaign in college sports, arguing that truthful commercial speech for lawful products is protected under the First Amendment.
Over the past week, XRP lost about 2% of its value, and its 30-day decline stands at roughly 2.5%. The token’s sideways movement mirrors similar price patterns seen in Ether and Solana, with analysts linking the weakness to wider crypto liquidity conditions that continue to favor sellers. Institutional capital has also moved away from several leading altcoins, adding to the pressure.
Binance Data Reveals Weak XRP Buying Demand
Data from CryptoQuant shows rising XRP sales across centralized exchanges, tracking trading activity and liquidity movements during a period of negative market sentiment. In particular, Binance’s Cumulative Volume Delta (CVD) has fallen to negative 6.93 million. The CVD metric compares buying and selling volume to assess which force dominates the market. A negative reading indicates that selling has exceeded buying, meaning XRP lacks the sustained demand needed to support a stronger price recovery.
XRP previously traded above $3 before falling toward $1.10. It has also dropped from third to sixth place among cryptocurrencies ranked by market capitalization. While the token’s 30-day average has remained relatively stable, negative whale activity and retail exits have limited signs of a lasting bullish reversal. CryptoQuant analysts noted that continued negative CVD readings increase the likelihood of weak short-term momentum, while a sustained CVD recovery could signal fresh liquidity and renewed buying demand.
Whale Activity Offers Mixed Signals
Some large holders increased their XRP positions earlier this year. In May, wallets holding about 10 million XRP accumulated more tokens while smaller traders reduced their exposure. This suggests that whales absorbed coins sold by retail participants, a move that traders interpreted as a possible shift from consolidation toward market expansion. However, XRP failed to hold above a key support line, weakening its medium-term outlook despite earlier signs of a potential breakout.
More recently, XRP spot activity on Binance turned positive. Weekly figures rose to $406 million after standing near $42 million in May. The token also posted double-digit gains during that period, following recoveries across several other altcoins, although broader selling pressure remained. Institutional participation remains central to XRP’s performance in the current quarter, and the text points to relatively improved macroeconomic conditions as a possible source of market support.
Schwartz Defends XRP College Sports Advertising
Separately, David Schwartz defended XRP advertising after critics questioned Ripple’s college sports sponsorships. The debate followed a partnership with the University of Kansas athletics program, a multi-year agreement that places XRP branding on university team uniforms. Critics compared the promotion with advertising linked to gambling, tobacco, and alcohol, arguing that universities should limit digital asset marketing aimed at students and younger sports audiences.
Schwartz responded on July 15 via a post on X, focusing on legal protections for commercial speech rather than XRP’s investment prospects. He argued that governments cannot broadly suppress truthful advertising for lawful products, relying on First Amendment protections. Schwartz stated that officials cannot restrict truthful commercial speech simply because consumers may make poor but lawful decisions. He also separated regulation from advertising restrictions, noting that governments may regulate an activity without banning truthful speech about that lawful activity.
What’s Next for XRP?
XRP remains under pressure as negative Binance CVD data signals weak demand, while whale activity and institutional flows offer mixed support. Meanwhile, David Schwartz continues to defend lawful XRP advertising in college sports. Traders should watch liquidity trends and institutional participation for signs of renewed market strength.
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