Google updates Crypto Ad policy for EU Under MiCA

Google has updated its cryptocurrency advertising policy for the European Union (EU) to comply with the Markets in Crypto-Assets (MiCA) regulation. This change will be effective starting April 23, 2025.

Advertisers must be licensed as a Crypto-Asset Service Provider (CASP) under MiCA by a relevant national authority within the EU. They must also comply with all local legal requirements beyond MiCA. Advertisers need to secure certification from Google to run ads.

The policy applies across 27 to 30 EU countries, including major markets like Germany, France, Italy, and Spain.

Existing country-based licenses in Finland, France, and Germany will be recognized during specified transitional periods. For example, Finland's transition period ends on June 30, 2025, while France's extends until June 30, 2026.

The policy may pose challenges for smaller crypto firms due to licensing costs and compliance requirements.

Violations will not result in immediate account suspensions; instead, Google will issue warnings at least seven days before taking action.

This update aligns with the broader regulatory framework introduced by MiCA in December 2024, aiming to enhance investor protection and reduce scams in the crypto sector.

The new regulations under MiCA and Google's updated advertising policy will significantly impact the visibility of crypto ads in the EU.

Only firms licensed as Crypto-Asset Service Providers (CASP) under MiCA can advertise crypto exchanges or wallets in the EU. This means that unlicensed firms will no longer be able to advertise, reducing their visibility.

Smaller crypto firms might struggle with the costs of obtaining a CASP license and complying with local regulations, further limiting their ability to advertise.

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