Google will implement new advertising policies for cryptocurrency services in Europe starting April 23, requiring compliance with the Markets in Crypto-Assets (MiCA) framework or Crypto Asset Service Provider (CASP) regulations.
Advertisers must obtain Google certification and meet local legal requirements, including national-level restrictions beyond MiCA.
The policy will apply across most European Union (EU) countries, including Germany, France, and Sweden.
Violators will receive a seven-day warning before any account suspensions, according to Google’s March 24 announcement.
This move follows MiCA’s adoption in December 2024, which introduced the EU’s first unified regulatory framework for digital assets.
Legal experts view Google's policy as a "double-edged sword."
“On one hand, they do enhance investor protection by filtering out unregulated actors,” stated Hon Ng, Bitget’s chief legal officer.
MiCA’s anti-money laundering (AML) and transparency requirements aim to create a safer ecosystem and reduce scams like initial coin offering (ICO) frauds.
However, Ng warned that smaller exchanges might struggle with MiCA's capital requirements of €15,000–€150,000 and dual certification demands from both Google and local regulators.
The transition period for national licensing varies among EU countries, potentially leading to temporary enforcement gaps.
Mattan Erder, general counsel at blockchain network Orbs, suggested the changes might prioritise Google’s liability protection over investor safety.
He added that smaller players could face challenges competing if MiCA or CASP registration proves costly or complex.
MiCA has been hailed as a step toward harmonising fragmented crypto regulations across the EU.
It imposes strict operational standards on crypto-asset service providers and ensures consumer protection through transparency and disclosure obligations.
However, compliance costs and bureaucratic hurdles could limit participation by smaller firms.
Google’s policy aligns with broader efforts to regulate the crypto industry under MiCA but raises concerns about its impact on market competition.