Google is updating its advertising policy for cryptocurrency in the EU, requiring that only firms compliant with the Markets in Crypto-Assets (MiCA) regulations can advertise. Beginning on April 23, 2025, advertisers need to hold MiCA licenses and Google certification, impacting all 27 EU nations. This initiative aims to enhance user protection and standardize advertising regulations across Europe, creating challenges for smaller crypto firms that may struggle to meet the heightened compliance standards while establishing a precedent for tech platforms' roles in regulating crypto ads.
Starting from the 23rd of April, only crypto firms licensed under the EU's Markets in Crypto-Assets (MiCA) regulation will be allowed to advertise exchanges and wallets.
This move marks a major shift toward regulatory uniformity across the bloc, aligning Google's ad policies with Europe's sweeping crypto legislation.
For crypto marketers, compliance has become the price of visibility in one of the world's most heavily regulated markets.
Advertisers must register as Crypto-Asset Service Providers (CASPs) and comply with local legal requirements.
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