Google Tightens Crypto Ad Rules in Europe Under MiCA Framework
The update, effective April 23, mandates that crypto exchanges and wallet providers obtain proper licensing under MiCA or local Crypto Asset Service Provider (CASP) regulations before running ads.
According to Googles March 24 policy announcement, advertisers must also adhere to country-specific legal requirements and undergo certification directly from Google to continue promoting services within the region.
Broad Rollout Across EU Member States
The new policy will apply to most EU nations, including Germany, France, Spain, Italy, Sweden, the Netherlands, and others. Violations will not lead to immediate account suspensions; instead, Google will issue warnings at least seven days prior to any potential action.
This enforcement follows the broader MiCA regulation, which came into effect in December 2024, establishing the EUs first unified framework for digital assets.
Legal Experts: A Step Forward, But Not Without Risks
Industry experts see the new advertising rules as both a safeguard and a potential hurdle. Hon Ng, Chief Legal Officer at Bitget, described Googles policy as a double-edged sword.
However, Ng cautioned that inconsistent rollout of licensing and certification across EU countries may result in temporary enforcement gaps and heightened compliance costs.
Smaller exchanges may struggle with MiCAs capital requirements or the bureaucratic hurdle of dual certification, he said. These measures are a net positive for trust but need flexibility to avoid stifling innovation.
As the crypto sector evolves under tighter regulation, Googles new advertising policy marks another milestone in aligning the digital asset space with traditional financial standardsthough not without growing pains for smaller players.
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