Google will begin enforcing a stricter cryptocurrency advertising policy across the EU that aligns with the bloc’s comprehensive crypto-asset regulations.
From April 23, the search giant will only allow cryptocurrency exchanges and software wallets to advertise in the EU if they are licensed under the EU’s Markets in Crypto-Assets (MiCA) regulation.
MiCA is the EU’s all-encompassing legal framework that standardises crypto regulation across all 27 member states. Previously, crypto firms had to navigate a patchwork of national rules and apply for multiple licences, but MiCA introduces a single, unified licensing regime across the bloc.
Advertisers must also complete Google’s verification process and meet all local legal requirements, including any national rules that go beyond MiCA, to run crypto ads in the EU.
This policy applies to the following EU countries: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxemburg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain and Sweden.
Crypto platforms already advertising in France, Germany, and Finland under local rules will get a temporary reprieve. Google will continue to honour those national licences until mid-to-late 2025, in line with each country’s MiCA transition period.
Violations of the new policy won’t result in immediate account suspension. Instead, Google says it will issue a warning at least seven days in advance before taking any action.