New Era for Crypto Ads: Google Enforces MiCA Rules Across Europe Starting April 23
Google Aligns with EU Crypto Regulations, Shakes Up Digital Ad Landscape
In a major policy update set to reshape the crypto advertising landscape across Europe, Google will begin enforcing MiCA-aligned ad restrictions starting April 23, 2025. Under the new rules, crypto exchanges and wallet providers must be fully licensed under the European Union’s Markets in Crypto-Assets (MiCA) or Crypto Asset Service Provider (CASP) frameworks to advertise on Google.
This move, hailed by some as a step toward investor protection, has also sparked concerns about potentially restrictive enforcement and barriers for smaller crypto startups.
What the New Policy Means for Crypto Advertisers
MiCA Licensing Now a Must for Ads on Google
According to a March 24 policy announcement by Google, advertisers must comply not only with MiCA or CASP licensing requirements but also with “local legal obligations,” which may include national-level restrictions. Advertisers will further need to be certified by Google itself to run campaigns in the European Economic Area.
The new rules will apply across 27 EU nations, including Germany, France, Italy, and Spain, as well as lesser-known crypto hubs like Estonia, Malta, and Luxembourg.
Importantly, Google will not suspend advertiser accounts immediately upon violations. Instead, policy breaches will trigger a seven-day warning period before any suspensions are enforced.
Background: The Rise of MiCA and Why It Matters
This policy shift comes in the wake of the EU’s historic rollout of the MiCA regulation in December 2024, the first-ever comprehensive crypto law in the region. MiCA aims to harmonize crypto rules across member states, offering clarity for businesses and protection for consumers.
“The MiCA framework’s strict AML/CFT and transparency requirements create a safer ecosystem, reducing scams like the ICO frauds that plagued the industry pre-2023,” said Hon Ng, Chief Legal Officer at Bitget.
A Double-Edged Sword for Crypto Innovation
While many experts agree MiCA is a necessary evolution for crypto regulation, they warn that strict enforcement by platforms like Google could hinder innovation, especially for smaller players.
“Smaller exchanges may struggle with MiCA’s capital requirements—between €15,000 and €150,000—or the bureaucratic hurdle of dual certification,” Ng explained. “These measures build trust but need flexibility to avoid stifling startups.”
There’s also concern about enforcement gaps due to varying transition periods for licensing in different countries. During this phase, compliance discrepancies could make advertising more difficult, particularly for emerging firms.
Google’s Motives: Liability Shield or Investor Safety?
Not everyone is convinced that the move prioritizes user protection.
“The updates may be more about protecting Google from liability than protecting investors,” said Mattan Erder, General Counsel at Orbs.
He argued that the real impact depends on how burdensome MiCA or CASP registration becomes. If the regulatory frameworks favor large incumbents, smaller and innovative platforms could be left out, creating a concentration of power in the hands of a few.
What This Means for the European Crypto Market
The enforcement of MiCA by tech giants like Google marks a turning point for crypto in Europe. While it could lead to a more trustworthy, less scam-prone environment, it also raises serious questions about access, fairness, and the cost of compliance in a rapidly evolving digital economy.
Will this move solidify Europe’s crypto space—or create a new divide between giants and grassroots innovators?
Key Takeaways
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Google will enforce MiCA-based ad rules for crypto services starting April 23, 2025.
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Advertisers must be licensed under MiCA or CASP and certified by Google.
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Policy applies across all 27 EU countries.
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Warnings issued before account suspensions.
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Experts praise regulation but warn of barriers for smaller firms.
