Google Cracks Down on Crypto Ads with New EU Rules
Starting April 23, Google will tighten its policy on cryptocurrency advertisements across Europe.
Starting April 23, 2025, crypto exchanges and wallet services in Europe are going to feel the heat, as Google introduces tougher crypto promotion regulations. Under the revised policy, crypto advertisers need to meet licensing and local legal requirements under the Markets in Crypto-Assets (MiCA) framework or the Crypto Asset Service Provider (CASP) regulation.
The Nuts and Bolts
To comply with the updated policy, advertisers need to obtain credentials from Google and prove their compliance with MiCA. The new rules apply across a variety of EU countries, such as Austria, Belgium, France, Germany, Italy, Spain, and others.
The latest rules demand that crypto services should be licensed and authorized before they can promote themselves on Google. This move aims to tighten the reins on digital assets and keep unlicensed operators away from European consumers. Google's move to enforce stricter standards is part of a broader push for regulatory oversight of crypto services across Europe.
Straightening Out the Kinks
Starting April 23, crypto exchanges need to demonstrate their compliance with MiCA to advertise on Google. Experts caution that the new policy may lead to some temporary enforcement gaps, as national licensing rules differ between countries.
Legal experts like Hon Ng from Bitget warn that smaller crypto exchanges may face hurdles meeting MiCA's requirements, such as capital requirements of 15,000 to 150,000 euros and dual certification from both Google and local regulators.
Towards a Safer Crypto Sphere
Google's new policy is seen as a positive step towards a safer cryptocurrency domain. The MiCA framework mandates anti-money laundering and counter-financing of terrorism criteria, which could help reduce the risk of fraudulent activities like ICO scams that were rampant before 2023.
The Road to Regulation
Varying transition periods for national licensing present enforcement challenges. As a result, there may be temporary gaps in regulation for smaller entities struggling to meet the compliance demands. While Google is determined to create a safer ad environment, the enforcement process could become more complex with varying requirements across jurisdictions.
Google's move to rein in crypto advertising aligns with Europe's objective to regulate the crypto sector more stringently. However, it remains to be seen whether the measures' long-term benefits justify the effort. As the deadline approaches, crypto companies need to ensure they meet the new standards or risk being banned from advertising on Google.
Crypto market, cryptocurrency, Google
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Google's New Crypto Ad Rules at a Glance:
1. Licensing Requirements
Advertisers must obtain authorization from one of the two frameworks:- MiCA regulation: Compliance with the EU’s Markets in Crypto-Assets framework[1][3][4]- CASP registration: Licensing as a Crypto Asset Service Provider through a national authority[2][5]
2. Local Legal Compliance
Advertisers must adhere to additional national laws, including:- Country-specific restrictions or requirements[1][2]- Certification by Google once compliance with both MiCA and local regulations is demonstrated[5][3]
3. Certification and Enforcement
- Google’s certification process: Advertisers need to provide proof of licensing and pass Google’s verification[2][5]
- Penalties: Violations trigger a 7-day warning period before potential account suspension[3][5]
Geographic Scope
The policy applies to 27 EU countries, including France, Germany, Italy, Spain, and Sweden[1][3]Implementation date: Rules take effect on April 23, 2025[1][4][5]
This framework seeks to standardize crypto advertising while managing risks like ICO fraud, though legal experts flag potential enforcement difficulties[3][1]
- Crypto exchanges and wallet services operating in Europe must comply with the MiCA regulation or CASP registration to advertise on Google, starting April 23, 2025.
- Advertisers need to meet additional national laws, including country-specific restrictions and requirements, and secure Google's certification once demonstrating compliance with both MiCA and local regulations.
- Google's certification process requires advertisers to provide proof of licensing and pass a verification test; violations could result in a 7-day warning period before potential account suspension.
- The new rules will affect 27 EU countries, including Belgium, France, Germany, Italy, Spain, and Sweden.
