16-4-2025 – Google has unveiled stringent new requirements for cryptocurrency advertisements across the European Union. The tech giant’s revised policy, effective 23rd April, mandates that crypto firms must secure Markets in Crypto-Assets (MiCA) licensing to continue their advertising campaigns.
The sweeping reforms herald a new era of regulatory oversight, establishing uniform standards across the EU’s 27 member states. Whilst certain nations, including France, Finland and Germany, benefit from grace periods extending into 2025 and 2026, the writing is firmly on the wall for the industry’s advertising landscape.
Central to the new framework is the requirement for companies to register as Crypto-Asset Service Providers (CASPs), alongside obtaining specific Google certification. This dual-approval system aims to fortify consumer protection within one of the world’s most tightly regulated markets.
The policy transformation particularly impacts crypto exchanges and digital wallet providers, who must now navigate enhanced compliance hurdles to maintain their advertising presence. Though Google has promised a minimum seven-day notice before enforcement actions, the changes pose significant challenges for smaller operators and those currently operating under national licensing schemes.
Industry observers note that Google’s alignment with MiCA regulations could catalyse similar moves by other technology platforms, potentially reshaping crypto advertising practices beyond European borders. The development underscores the increasing convergence between traditional tech governance and cryptocurrency regulation.
For firms operating under transitional arrangements in Finland (until June 2025), France (until June 2026), and Germany (until December 2025), the countdown has begun to secure full MiCA compliance. This graduated implementation acknowledges the complexity of regulatory transition whilst maintaining firm deadlines for full compliance.