Google to Enforce New EU-Wide Crypto Ad Policy Under MiCA Regulation Starting April 23
Google will begin enforcing a stricter cryptocurrency advertising policy across the European Union starting April 23, aligning with the region’s landmark Markets in Cryptoassets (MiCA) regulation.
The move will require advertisers to meet new compliance standards before promoting crypto exchanges and wallet services in all 27 EU member states.
According to an official update, any company that wants to advertise crypto-related products such as trading platforms or custodial wallets must first obtain official authorization as a Crypto Asset Service Provider (CASP) under MiCA.
Additionally, advertisers must complete Google’s verification process to be eligible to run crypto ads within the EU.
Google stressed that the implementation will be consistent with its existing ads policy framework, noting that any violations will trigger a warning period of at least 7 days before potential account suspension.
“This update reflects the evolving regulatory landscape and is designed to protect users while supporting responsible innovation,” Google said in the announcement.
The EU’s MiCA regulation, which came into effect this year, creates a comprehensive legal framework for crypto assets across the bloc and requires licensing, transparency, and investor protections for companies offering digital asset services. Google’s policy update ensures that its advertising ecosystem remains compliant with these sweeping changes.
Crypto firms without CASP status will effectively be banned from promoting their services via Google Ads within the EU from April 23.
Google’s decision could set a model for how other major platforms are adjusting their ad policies in response to tightening crypto regulations around the world. The tech giant has historically taken a cautious approach to crypto ads, imposing restrictions in jurisdictions such as the US, UK, and Singapore.
*This is not investment advice.