Google crypto ads policy in Europe starting April 23.

What’s Changing?

From April 23, any cryptocurrency exchange or crypto wallet service that wants to advertise on Google in Europe must meet strict new rules. These companies must be licensed under either:

• The MiCA framework (Markets in Crypto-Assets regulation)
• The CASP framework (Crypto Asset Service Provider regulation)

Along with these licenses, advertisers must also follow local laws in each country. They will need to meet national restrictions or extra requirements that go beyond MiCA. In addition, companies must be certified by Google itself before running crypto-related ads.

Which Countries Are Affected?

This new policy will cover most European Union countries. Here’s a list of the places where the new rules will apply:

What Happens if Companies Break the Rules?

Google has said that accounts won’t be immediately suspended for breaking this new policy. If a company violates the rules, Google will issue a warning. The advertiser will then have at least seven days to fix the problem before any suspension happens.

Why Is Google Doing This?

This move comes after the EU officially implemented the MiCA framework. MiCA is the first major set of rules to regulate digital assets across the entire European Union. Its goal is to increase transparency, reduce fraud, and protect investors.

Mixed Opinions from Industry Experts

Reactions to Google’s decision have been mixed. Some see it as a positive step, while others have concerns.

Hon Ng, the chief legal officer at Bitget, called the policy a “double-edged sword.” He explained that while it improves investor protection by filtering out unregulated players, it might also create problems. Different countries in the EU have different timelines for applying national licenses. This could lead to temporary gaps in enforcement and higher costs for companies trying to comply.

Mattan Erder, general counsel at Orbs, offered a different view. He believes this change is less about protecting investors and more about protecting Google itself from legal risks. Erder also noted that if MiCA and CASP licenses are too costly or hard to get, it could limit smaller crypto businesses. This would leave only larger companies able to afford compliance in these markets.

Google’s new crypto advertising policy is part of a larger push to regulate digital assets in Europe. It aims to reduce scams and increase investor safety. However, it also brings challenges, especially for smaller firms.

This policy might shape the crypto advertising space in Europe for years to come. Whether it truly benefits investors or mainly shields big tech and regulators remains to be seen.