Google is set to introduce a stricter crypto ad policy across Europe, requiring all cryptocurrency advertisers to comply with the European Union’s MiCA regulation. Starting April 23, crypto-related ads targeting European users must meet MiCA requirements or hold authorization under the Crypto Asset Service Provider (CASP) regime.
The move, announced in Google’s March 24 ad policy update, highlights how big tech platforms are aligning with evolving EU crypto regulations. It also signals a more mature and regulated phase for the digital asset industry in Europe.
Crypto Advertising on Google Faces New Rules
Under the new policy, crypto exchanges, wallet providers, and other Web3 companies will only be allowed to advertise on Google if they meet the MiCA or CASP licensing requirements. Beyond EU-level compliance, companies must also follow additional national regulations in specific countries and complete Google’s certification process to run approved ads.
This multi-step vetting system is designed to increase transparency, prevent fraud, and limit the reach of unregulated crypto operators.
Europe-Wide Impact
Google’s policy will apply across all 27 European Union countries, including key markets such as Germany, France, Italy, Spain, and Austria. The decision echoes the EU’s strategy of regulatory harmonization across member states and sets a new standard for crypto advertising rules within the region.
Industry Experts See Pros and Cons
While the policy is being welcomed as a way to protect investors, some experts warn that it could also create new barriers for smaller players in the crypto space.
Hon Ng, Chief Legal Officer at Bitget, described the move as a “double-edged sword.” On one hand, MiCA’s strict AML (anti-money laundring) and counter-terrorism financing CFT (counter-terrorism financing) standards will help reduce scams like the fraudulent initial coin offerings that plagued the industry in its early years.
At the same time, Ng pointed out that MiCA’s capital requirements — ranging from €15,000 to €150,000 depending on the service – could burden smaller exchanges already operating with limited resources. The varying transition periods for MiCA licensing across different EU countries could also create temporary enforcement gaps.
Ng emphasized that while these changes are positive for building trust with users and investors, regulators need to apply them with enough flexibility to avoid stifling innovation.
Google Protects Itself from Regulatory Risk
Mattan Erder, General Counsel at Orbs, a decentralized blockchain network, believes Google’s stricter policy may be more about managing its own legal exposure than direct investor protection. He suggested that the impact of the new rules will largely depend on how accessible MiCA or CASP registration is for crypto companies.
If the registration process proves too expensive or complicated, the risk is that only large, well-funded platforms will remain competitive, potentially forcing smaller projects out of the European market.
Compliance Comes with a Grace Period
Google has indicated that violations of its new crypto ad policy will not result in immediate account suspensions. Instead, advertisers will receive at least seven days’ notice before any account is disabled, giving crypto businesses time to adapt to the new requirements.
A New Era of Regulated Crypto Advertising
Google’s alignment with the MiCA framework reflects a larger trend in the crypto industry — the gradual institutionalization and regulation of digital assets across global markets. The MiCA regulation, introduced in December 2024, is the EU’s first comprehensive attempt to regulate the crypto sector, focusing on transparency, investor protection, and the reduction of financial crime.
As crypto matures, advertising standards like Google’s new policy will likely become more common, especially in markets with strong regulatory oversight. For crypto businesses, this signals a new reality: navigating compliance is no longer optional – it’s essential for growth and survival in regulated markets.
Finding the right balance between protecting users and fostering innovation will be crucial as the industry continues to evolve in Europe and beyond.
