Google to Restrict Crypto Ads in EU to MiCA-Licensed Firms
By Francisco Rodrigues
Edited by Nikhilesh De
April 14, 2025, 3:05 PM
In a significant regulatory move, Google announced that starting April 23, 2025, only cryptocurrency exchanges and software wallets that have obtained a license under the EU’s Markets in Crypto-Assets (MiCA) regulation will be permitted to advertise on its platforms across the European Union. This decision aligns with the upcoming full implementation of the MiCA framework, which aims to streamline and standardize compliance for crypto-related entities operating within the EU.
New Advertising Requirements
Under these new requirements, all advertisers wishing to promote cryptocurrency services on Google must first attain certification from the company and demonstrate their registration as a Crypto-Asset Service Provider (CASP) in accordance with the MiCA guidelines. In addition to these stipulations, firms must comply with any specific legal obligations dictated by individual EU member states.
The implementation of MiCA represents a major shift from the previously fragmented approach to cryptocurrency regulation in Europe, where national licensing frameworks varied significantly across countries. With MiCA’s unified licensing structure, the aim is to ensure a more cohesive regulatory environment for advertisers in the cryptocurrency space.
Transition Period for Existing Advertisers
For crypto platforms currently advertising under national regulations in countries such as France, Germany, and Finland, Google has made provisions to allow those existing licenses to remain valid until mid-to-late 2025. This grace period coincides with each nation’s transition to the new MiCA regulations. During this time, affected advertisers will not face immediate suspension but will receive a warning from Google at least seven days before any enforcement actions are taken.
MiCA Compliance Among Crypto Firms
Several cryptocurrency exchanges, including OKX, Crypto.com, Bitpanda, and eToro, have already successfully acquired MiCA licenses. As the regulatory landscape evolves, these compliant firms are better positioned to adapt to the new advertising requirements set forth by Google and to continue their operations within the European market.
As the deadline approaches, it is essential for crypto entities looking to engage in advertising to ensure their adherence to MiCA standards to maintain their visibility and reach in one of the world’s largest economic areas.
Google’s implementation of these advertising restrictions not only reflects the ongoing transformation of the cryptocurrency regulation landscape in Europe but also underscores the growing emphasis on compliance and transparency within the rapidly evolving digital asset industry.
For advertisers and consumers alike, the upcoming changes are poised to significantly influence the dynamics of cryptocurrency advertising, shaping the way firms conduct business and consumers engage with crypto services in the future.
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