Google is rolling out stricter advertising policies for cryptocurrency-related services across Europe, aligning with the European Union’s new Markets in Crypto-Assets (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 Google’s 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 EU’s 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 Google’s 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 MiCA’s 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, Google’s new advertising policy marks another milestone in aligning the digital asset space with traditional financial standards—though not without growing pains for smaller players.
Kosta Gushterov
Reporter at Coindoo
Kosta has been a part of the team since 2021 and has solidified his position with a thirst for knowledge, incredible dedication to his work and a “detective-like” mindset. He not only covers a wide range of trending topics, he also creates reviews, PR articles and educational content. His work has also been referenced by other news outlets.
Source: https://coindoo.com/google-tightens-crypto-ad-rules-in-europe-under-mica-framework/