Beginning April 23, Google will tighten its advertising policy for crypto-related services across Europe to comply with the EU’s Markets in Crypto-Assets (MiCA) regulation and the associated Crypto Asset Service Provider (CASP) framework. The updated policy requires all crypto exchanges, wallet providers, and service platforms wishing to advertise in the European Economic Area to be licensed by a recognized European financial authority and certified by Google.
This stricter compliance framework will apply to advertisers in most EU countries, including Germany, France, Spain, Italy, the Netherlands, Sweden, and many others. Failure to meet the requirements will not lead to an immediate account suspension. Instead, violators will receive a warning with at least seven days’ notice before any enforcement action is taken.
Google’s updated policy aligns with MiCA’s full implementation at the end of December 2024. MiCA aims to bring consistent regulation to crypto companies and digital asset activities across the EU, providing legal clarity and increased protection for investors.
Commenting on the changes, Bitget’s Chief Legal Officer Hon Ng described Google’s new advertising policy as “a double-edged sword.” While the rules may help curb scams and eliminate unlicensed players operating in legal grey zones, they could also stifle innovation and make it harder for smaller firms to comply—especially given varying national licensing standards. For instance, MiCA requires crypto firms to hold between €15,000 and €150,000 in regulatory capital, which could be a barrier for smaller exchanges.
Outside Europe, Google has taken similar steps. In March, it restricted access to 17 crypto exchanges in South Korea that lacked local registration. Conversely, it allowed crypto ads in the UAE for providers holding a government-issued license.
As regulatory frameworks evolve globally, Google’s approach reflects the growing trend of tech giants aligning with national and regional compliance standards, especially in the volatile world of crypto finance.
