New Google cryptocurrency advertising rules across the EU

New Google cryptocurrency advertising rules across the EU

New, stricter cryptocurrency advertising rules introduced by internet giant Google will come into force across the European Union from 23 April 2025. The move is part of a broader regulatory alignment, specifically the Markets in Cryptocurrencies Regulation (MiCA), which affects all 27 EU member states.

According to the official announcement, any company looking to advertise cryptocurrency exchanges or wallet services will first need to obtain Crypto Asset Service Provider (CASP) status under MiCA. This means that advertisers will have to meet new compliance standards to ensure greater user protection and transparency in the digital asset space.

Google has also introduced a verification process that advertisers must pass in order to run cryptocurrency-related ads. The company warned that any violation of the new rules could lead to a warning period, during which an advertiser has seven days to remedy the situation before a possible account suspension.

“This update reflects the evolving regulatory landscape and is designed to protect users while encouraging responsible innovation,” Google said in an official statement.

The MiCA Regulation, which entered into force earlier this year, creates a comprehensive legal framework for crypto-assets in the EU, aiming to ensure licensing, transparency and investor protection for companies offering digital asset services. With this move, Google seeks to ensure that its advertising ecosystem is fully compliant with these fundamental changes.

As a result, as of April 23, cryptocurrency firms that do not have CASP status will effectively be prohibited from promoting their services through ads on Google platforms in the EU.

This decision could serve as a model for other major platforms that will need to rethink their advertising policies in response to tightening cryptocurrency regulations around the world. Google, which has taken a cautious approach to crypto ads in the past, is now strengthening its standards in line with global trends and regulatory requirements.

*This is not an investment recommendation.

Coingarage team