Google To Enforce MiCA Rules for Crypto Ads in Europe Starting From April 23

On 16 April 2025, Google announced to share new Crypto advertisement rules where all cryptocurrency firms and wallet providers need to comply with the Markets in Crypto-Assets (MiCA) regulation of the EU and must have a license to advertise in the European Union.

In Europe, cryptocurrency exchanges and wallet advertisements must be regulated under the Crypto Asset Service Provider (CASP) law or Europe’s MiCA framework as of April 23.

Google announced on March 24 that cryptocurrency advertising will have to be licensed by the respective authority and certified by Google to run ads.

Certification will show that firms legally operate as a Crypto-Asset Service Provider (CASP) by complying with MiCA. In addition to this, crypto platforms must show adherence to additional local requirements as per their country.

Market in Crypto Assets aims to harmonize crypto licensing requirements across the European Union. 

According to legal advisors, the action may be a “double-edged sword” for the crypto sector, which might stop initial coin offering (ICO) fraud but also increase enforcement loopholes.

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Crypto firms already advertising under the local rules in countries like France, Germany, and Finland have been allowed a period to align with the transition of MiCA, like other countries, until mid-to-late 2025.

Validity of their local licences will be maintained and will not be revoked, says media sources.

As per the new requirements of Google, crypto companies must comply with the MiCA regulation to run their ads smoothly on Google. Furthermore, accounts that do not comply with the latest regulations will not be deactivated or banned immediately.

According to Google’s policy change, policy violations “won’t lead to immediate account suspensions,” as a warning will be sent out at least seven days prior to any account suspensions.

Many crypto exchanges, reportedly, like OKX, Crypto.com, Bitpanda, Boerse Stuttgart Digital, eToro, and others already comply with MiCA regulations and have licenses.