Google is implementing major changes to its cryptocurrency advertising policies across the European Union, marking a significant shift in how digital asset companies can market their services. Starting April 23, 2025, only crypto exchanges and wallet providers with Markets in Crypto-Assets (MiCA) licensing will be permitted to advertise on Google’s platforms.
Key Changes to Google’s Crypto Advertising Framework
The new policy represents a substantial tightening of Google’s regulatory stance, requiring dual compliance with both MiCA regulations and Google’s internal certification process. This move aligns with broader regulatory trends in global crypto markets, as authorities worldwide implement stricter oversight of digital asset advertising.
Implementation Timeline and Grace Period
Google has structured a measured approach to enforcement:
- Seven-day warning period before advertising suspension
- Temporary exemptions for platforms with existing national licenses
- Transition period extending through late 2025
Impact on Crypto Businesses
Several major players have already secured MiCA compliance, including:
- OKX
- Crypto.com
- Bitpanda
- Boerse Stuttgart Digital
- eToro
- MoonPay
Google’s Expanding Crypto Footprint
Beyond advertising regulations, Alphabet (Google’s parent company) continues to deepen its involvement in the crypto sector through:
- Strategic partnerships with Coinbase for Web3 services
- Investments in blockchain startups like Fireblocks and Dapper Labs
- Integration of crypto-related services across its platform
Frequently Asked Questions
When does the new policy take effect?
The policy becomes effective on April 23, 2025.
What happens to existing advertisers without MiCA licenses?
They will receive a seven-day warning before any advertising suspension occurs.
How long will national licenses remain valid?
National licenses will be honored until the MiCA transition period ends in late 2025.
This regulatory shift signals a maturing crypto advertising landscape in Europe, potentially setting precedents for other regions. While established players are well-positioned to adapt, smaller firms may face challenges in maintaining their marketing presence.