Google announced on April 15, 2025, that from May 31 it will implement new advertising guidelines for cryptocurrency-related advertisements in the European Economic Area (EEA), requiring advertisers to comply with the Markets in Crypto-Assets (MiCA) regulation. The tech giant's new policy mandates that cryptocurrency service providers must hold a valid MiCA license issued by a regulatory authority in an EEA member state and disclose the risks associated with cryptocurrencies to users. This move represents a significant shift in Google's handling of cryptocurrency advertisements, as the company had previously introduced various restrictions related to the sector, including a complete ban in 2018 and a partial relaxation in 2021.
Under the updated policy, cryptocurrency exchanges, wallet providers, and other crypto-related businesses must obtain a certification from Google, proving their compliance with MiCA requirements and publishing appropriate risk warnings in their advertisements. The MiCA regulation, which was adopted by the European Union in October 2022 and came into full effect in December 2024, is the first comprehensive European regulatory framework for cryptocurrencies, aimed at protecting consumers and preventing market abuse. Google's decision aligns with Article 9 of MiCA, which specifically addresses marketing communications related to cryptocurrencies and requires all promotional materials to be fair, clear, and not misleading.
The introduction of Google's new advertising rules could significantly impact the European cryptocurrency market, as Google Ads is one of the most important platforms for digital advertising, handling more than 90% of global search traffic. According to experts, the measure may increase consumer confidence in cryptocurrencies by promoting greater transparency and legitimate players, posing a challenge for smaller cryptocurrency businesses that have not yet obtained the necessary MiCA licenses. Google's statement indicates that the company aims to promote a safe and transparent cryptocurrency ecosystem in Europe while aligning its advertising practices with the increasingly stringent regulatory environment.
Sources:
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nikoletasdiplomacy.edu
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Starting April 23, Google will enforce MiCA and CASP licensing for crypto exchanges and wallets in Europe, requiring advertisers to be certified and comply with local transparency rules :contentReference[oaicite:1]{index=1}.
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Google's new crypto‑ads policy in Europe mandates that exchanges and wallets be licensed under MiCA or CASP, certified by Google, and comply with local legal requirements—warnings precede any enforcement action :contentReference[oaicite:1]{index=1}.
