Google’s Big Change for Crypto Ads in the EU, What Will the Policy Be?

Jakarta, Pintu News – Google announced a new policy that will affect how crypto companies advertise in the European Union.

Starting April 23, all crypto exchanges and software wallet providers must have a Crypto-Asset Service Provider license under the Markets in Crypto-Assets (MiCA) regulation to advertise on the Google platform. This policy covers 30 countries, including Germany, France, Italy, and Spain.

Check out the full news below!

Google’s New Policy: What is MiCA?

MiCA is a regulation designed to increase transparency and security in the European Union’s cryptocurrency market. Under this regulation, every crypto asset service provider must be registered and supervised by the competent authority in the member state.

Google’s new policy ensures that only entities that meet high standards of security and compliance can advertise on its platform. This is an important step to protect consumers from the risk of fraud and investment loss.

Companies wishing to advertise must also comply with all other local legal requirements, including national restrictions or needs beyond MiCA. Google will certify advertisers to ensure this compliance.

Also read: Vitalik Buterin Pushes for Strong Social Philosophy in Ethereum Application Layer!

Transition and Recognition of National Licenses

Some countries will have a transition period during which existing licenses will still be recognized. For example, Google currently receives country-based licenses for crypto exchange advertising and software wallets in Finland, France, and Germany.

These licenses will be recognized during the transition period, which varies by country. For Finland, it ends on June 30, while for Germany, it ends on December 30. Only after the transition period will MiCA licenses be accepted.

Google has stated that it will issue warnings before taking action against any violations. This allows companies to adjust and ensure compliance before the deadline.

Read also: Chainlink’s New Breakthrough Increases Transparency on Ether.fi

Impact on Advertisers and Consumers

The new policy is expected to increase consumer confidence in investing in crypto assets such as Bitcoin (BTC), Ethereum (ETH), and others. By ensuring that only licensed and regulated service providers can advertise, Google is helping to create a safer and more trustworthy environment for consumers.

It also encourages crypto service providers to raise their standards and adhere to strict regulations to gain access to the vast advertising market. Given the importance of Google’s platform as an advertising medium, this could be an impetus for crypto service providers to expedite their registration and compliance process with MiCA.

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Reference

• Crypto News. Google will bring new rules for businesses seeking to advertise crypto in the EU. Accessed on April 15, 2025
• Featured Image: The Cryptonomist