Google has announced new advertising requirements for cryptocurrency exchanges and wallets operating within the European Union, aligning with the Markets in Crypto-Assets (MiCA) regulation. Effective April 23, 2025, advertisers must obtain a Crypto-Asset Service Provider (CASP) license issued by a relevant national authority in the EU to be eligible to run ads. This policy applies across 27 EU member states, including prominent markets like France, Germany, Spain, Italy, Luxembourg, Netherlands, Poland, Sweden, and Denmark. CASP-licensed firms only will be allowed to advertise cryptocurrency exchanges or wallets within the EU. Advertisements must be verified by Google, meaning Google certificates, and comply with all national-level legal requirements in addition to securing Google certification. To simplify the transition for advertisers, Google is recognizing existing country-based licenses in Finland, France, and Germany during specific transitional periods stipulated under Article 143(3) of MiCA. The extensions will allow current advertisers in these countries time to obtain a MiCA license. Advertisers who violate this policy won’t be automatically suspended but will receive a seven-day notice before any actions are taken. This new policy reflects the evolving landscape of cryptocurrency advertising under MiCA, and businesses must act quickly to remain compliant. Staying up-to-date on these regulations is not just advisable but crucial as European regulators tighten their grip on crypto advertising.