Crypto ads on Google must meet MiCA standards

Exchanges and wallets must follow EU and local rules to advertise crypto services on Google, with account warnings issued before suspensions.

Google will require crypto advertisers in Europe to be MiCA-licensed and certified starting 23 April, raising the bar for compliance across the EU.

Google will begin enforcing a new crypto advertising policy in Europe on 23 April. Exchanges and wallet providers will be required to be licensed under the Markets in Crypto-Assets (MiCA) or Crypto Asset Service Provider (CASP) frameworks.

Advertisers must also meet local legal requirements and be certified by Google to promote crypto-related services in the region.

The change follows the implementation of MiCA in December 2024, the EU’s first comprehensive regulatory framework for digital assets. Some see Google’s move as beneficial for investor protection, while others warn it may create compliance gaps and higher barriers for smaller firms.

Bitget’s Hon Ng said the rules could reduce scams but warned smaller firms may struggle with MiCA’s requirements. National licensing timelines may also differ, risking inconsistent enforcement.

Others, like Mattan Erder from Orbs, argue the policy is more about shielding Google from legal risk than protecting investors. He noted that if registration becomes too costly or complex, it may push smaller crypto firms out of the market altogether.

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