Google Tightens EU Crypto Ads: MiCA Compliance Mandatory
Google Tightens EU Crypto Ad Policies
Google is significantly altering its cryptocurrency advertising policy within the European Union, enforcing strict adherence to the Markets in Crypto-Assets (MiCA) regulation. Starting April 23, 2025, only crypto firms holding a valid MiCA license will be permitted to advertise exchanges and wallets across all EU member states.
This move aligns Google's advertising policies with the EU's comprehensive crypto legislation, raising compliance standards for crypto businesses operating within the EU.
Key Changes and Implications
- MiCA License Required: All advertisers must possess a MiCA license to run crypto ads in the EU.
- Google Certification Needed: In addition to a MiCA license, advertisers require Google certification for ad approval.
- Impact on Smaller Firms: The new regulations create a higher barrier to entry, potentially disadvantaging smaller crypto firms.
- Global Precedent: This action could set a precedent for other tech platforms globally to enforce stricter crypto advertising regulations.
Transition Periods and Enforcement
While the new rules take effect on April 23, 2025, transitional periods are in place for certain countries:
- Finland: June 30, 2025
- France: June 30, 2026
- Germany: December 30, 2025
After these dates, MiCA licenses become mandatory. Google will provide at least a 7-day warning before suspending non-compliant advertisers.
What MiCA Compliance Means
MiCA, the EU's unified crypto regulation, standardizes rules across the bloc. Advertisers must register as Crypto-Asset Service Providers (CASPs) and meet all local legal requirements. Obtaining Google certification is an additional step to running ads. This regulation aims to increase consumer protection and legitimize the crypto industry within the EU.
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