Google is enacting stricter regulations on crypto advertising within the European Union from April 23, 2025, based on the recently implemented MiCA (Markets in Crypto-Assets) regulatory framework. This policy update marks a significant shift for platforms seeking to promote cryptocurrency services through Google Search.
Crypto Advertising: A New Era under MiCA
The new regulations demand all crypto advertisement originating from entities registered under either MiCA or CASP (Crypto Asset Service Provider) regimes by April 23, 2025. Advertisers will also need to receive Google certification and comply with both national requirements set forth by MiCA and local rules. This policy will affect nearly all European Union countries including France, Germany, Spain, Italy, Belgium, and the Netherlands.
The Double-Edged Sword of MiCA
The implementation timelines for MiCA differ across member states, creating potential regulatory gaps that could complicate compliance efforts. This dynamic might lead to a temporary uneven playing field, impacting businesses seeking to navigate both local authorities and Google’s demands,