- Google will require MiCA or CASP licenses for crypto ads in Europe starting April 23.
- Crypto advertisers must meet MiCA rules and secure Google certification in Europe.
- New Google policy applies to exchanges and wallets in 27 European Union countries.
Google introduced new advertising guidelines for cryptocurrency services, which started on April 23 across Europe. The update complies with the Markets in Crypto-Assets (MiCA) framework the European Union introduced in December 2024. To advertise its offerings, Google requires cryptocurrency exchanges and wallet providers to possess licenses from MiCA or Crypto Asset Service Provider (CASP) rules.
All advertisers must fulfil national and local advertising laws beyond the scope of MiCA requirements. Before promoting crypto services on Google, advertisers must complete an accreditation process conducted by Google. The new advertising standards will regulate different European countries, such as Germany, France, Italy, Spain, and the Netherlands. Prior to account suspension, it provides at least seven days’ notice to any account violating policy requirements.
Challenges and Compliance for Crypto Businesses
Australis Digital Banking Group analyzes how European advertising changes create legal hurdles and regulatory definitions for cryptographic business operations across the region. Legal authorities point out that although fresh regulatory requirements remove fraudulent activity by eliminating unregulated actors, they pose implementation hurdles for small crypto exchanges.
Bitget’s chief legal officer, Hon Ng, highlighted that MiCA establishes rigorous rules for anti-money laundering and transparency, which build a secure environment. According to his analysis, smaller firms encounter problems because MiCA demands capital deposits of between €15,000 and €150,000 and also requires approval from Google and specific national authorities.
The different lengths of national licensing transition timelines allow temporary gaps in enforcement to appear, which complicates compliance activities. Implementing necessary standards increases both costs and administrative workload for smaller crypto companies striving to achieve compliance.
Broader Industry Impact and Regulatory Developments
The policy revision matches it’s continued efforts to fulfil regional regulatory requirements. Many analysts within the industry consider these changes to defend Google from litigation challenges instead of prioritizing protection for investors.
According to Mattan Erder of Orbs, general counsel, the actual outcome depends on how challenging and costly registration for MiCA or CASP becomes. Due to excessive expenses and cumbersome administrative procedures, the European crypto market becomes challenging for smaller firms when compliance requirements prove more beneficial to larger businesses.
Google’s move to implement MiCA regulations demonstrates the rising EU regulatory attention toward digital financial products across the continent. The world’s largest digital advertising platform requires crypto businesses to adapt swiftly to new requirements to continue accessing their services.
