In a major shift for crypto marketers, Google has announced that starting April 23, 2025, it will only allow cryptocurrency ads in the European Union from companies that are compliant with the Markets in Crypto-Assets (MiCA) regulation. This move marks Google’s alignment with Europe’s tightening digital asset regulations and sends a clear signal: regulatory compliance is now non-negotiable for crypto advertising.
The updated policy applies to all 30 EU countries, including key markets like Germany, France, Italy, and Spain. To run ads on Google that promote crypto exchanges or software wallets, businesses must be officially registered as Crypto-Asset Service Providers (CASPs) under MiCA, which requires licensing by a recognized national authority.
In addition to being MiCA-compliant, crypto advertisers must meet any extra national-level rules that may apply within each EU country and receive certification from Google itself. This certification confirms adherence to Google’s own policies regarding transparency, ad quality, and consumer safety.
To help businesses make the transition, Google has built in a grace period for some countries that already have existing crypto regulations in place:
- Finland: National crypto licenses will remain valid until June 30, 2025.
- Germany: The grace period extends until December 30, 2025.
Once those deadlines pass, only MiCA-authorized advertisers will be permitted to run crypto ads in those countries.
Importantly, Google clarified that enforcement will not be immediate or abrupt. Advertisers will receive warnings and guidance before any ad takedowns, offering time to comply with the new standards.
This change comes at a pivotal time for the crypto industry. As Europe leads the charge in building a unified crypto framework, tech platforms like Google are becoming frontline gatekeepers of compliance. While this might increase costs and complexities for smaller crypto startups, it also represents a positive step toward greater trust and transparency in the space.
By cracking down on non-compliant advertising, Google is helping protect users from scams, while giving legitimate crypto projects a clear path to reach European consumers in a compliant and responsible way.
