Google Tightens Crypto Ad Rules in EU, Requires MiCA Compliance by April 23
Google is tightening its crypto advertising policies across the European Union, introducing strict new requirements for businesses promoting digital assets. Beginning April 23, 2025, any company wishing to advertise crypto exchanges or software wallets via Google within the EU must be fully MiCA-compliant—referring to the Markets in Crypto-Assets Regulation, a sweeping legislative framework that aims to harmonize crypto rules across all 30 EU nations.
This move marks a significant shift in how crypto businesses can access European consumers via Google’s powerful ad network. It also aligns with the EU’s broader effort to bring digital finance under tighter regulatory oversight, especially as the industry matures and investor protection becomes more of a priority.
MiCA Compliance Now Mandatory
Under the new rules, advertisers will be required to obtain a MiCA license from a “relevant national competent authority.” Only crypto firms that are officially registered as Crypto-Asset Service Providers (CASPs) will be eligible to run Google Ads targeting EU users.
MiCA mandates robust consumer protection measures, transparency obligations, and safeguards against market manipulation and insider trading. For advertising, this translates into stricter due diligence on who is promoting crypto products—and how.
Impact Across the EU
Google’s new policy will apply across all EU member states, including major markets like Germany, France, Italy, Spain, and the Netherlands. However, some countries with existing crypto regulatory frameworks—such as France, Germany, and Finland—will be granted a temporary grace period where national licenses will remain valid:
- Finland: Local licenses valid until June 30, 2025
- Germany: Local licenses valid until December 30, 2025
After these deadlines, even advertisers in these jurisdictions must hold a MiCA-approved license to remain compliant with Google’s platform standards.
Google’s Certification Process
In addition to licensing, crypto advertisers will be required to apply for certification from Google itself. This process ensures not only regulatory compliance but also adherence to Google’s internal standards around ad quality, transparency, and user safety.
Importantly, Google said it will provide advance warnings before taking enforcement actions—giving businesses a window of time to align their operations with the new rules. This aims to prevent sudden ad suspensions and allow crypto marketers to update their campaigns accordingly.
What It Means for the Industry
For crypto firms looking to scale in Europe, Google’s updated policy reinforces that regulatory compliance is no longer optional—it’s essential. As the EU moves toward full MiCA implementation by 2026, search engines and social platforms are being used as a first line of enforcement.
This may raise entry barriers for smaller crypto projects or startups, but it also has the potential to clean up deceptive advertising, limit scam campaigns, and foster greater trust in the digital asset ecosystem.
For users, it means a safer ad experience with vetted companies. For crypto marketers, it’s a call to secure the right licenses—or risk being shut out of the world’s second-largest ad market.
