- Google has mandated that crypto advertisers in the EU possess a MiCA license and obtain Google certification
- The policy, effective April 23, 2025, includes a grace period for certain national licenses in countries like France, Germany, and Finland
- Industry experts express concerns that the new requirements may disproportionately affect smaller crypto firms due to increased compliance costs
Google has revealed that it will implement new advertising policies in the European Union following the implementation of the Markets in Crypto-Assets (MiCA). Starting April 23, 2025, cryptocurrency exchanges and wallet providers must be MiCA licensed and must obtain certification from Google in order to advertise on the platform. This move aims to align with the EU’s efforts to standardize crypto regulations and enhance investor protection, but while the policy includes transitional provisions for certain countries, there are concerns about the potential impact on smaller crypto firms.
Google Gets Tough
Google’s updated policy stipulates that to advertise cryptocurrency exchanges and software wallets in the EU, advertisers must:
- Be licensed as a Crypto-Asset Service Provider (CASP) under the MiCA regulation by a relevant national competent authority
- Comply with all other local legal requirements, including any national-level restrictions or requirements beyond MiCA
- Be certified by Google
In countries where Google currently accepts country-based licenses—specifically Finland, France, and Germany—these licenses will remain valid during the transitional periods established by each Member State:
- Finland: Until June 30, 2025
- France: Until June 30, 2026
- Germany: Until December 30, 2025
Violations of this policy will not lead to immediate account suspension. Instead, Google will issue a warning at least seven days before any suspension of the account.
New Policy is “Overly Restrictive”
Industry experts have expressed mixed reactions to the new policy. Hon Ng, Chief Legal Officer at Bitget, stated that while the policy “enhances investor protection” by excluding unregulated entities, it could be “overly restrictive” without flexible implementation, especially since transition periods for national licensing vary across jurisdictions. Ng also noted that smaller exchanges may struggle with MiCA’s capital requirements, which range from €15,000 to €150,000, and the bureaucratic hurdle of dual certification from both Google and local regulators.
Mattan Erder, General Counsel at Orbs, suggested that the updates may be more oriented toward “protecting Google from liability than protecting the investors themselves.” He added that if MiCA or CASP registration turns out to be burdensome, expensive, and only accessible to big players, then smaller players will have a lot of difficulty competing in these jurisdictions.
As the policy takes effect, crypto firms operating within the EU will need to navigate these new requirements carefully to maintain their advertising presence on Google’s platforms.
