Google Enforces MiCA Compliance for Crypto Ads in Europe

Google mandates MiCA licensing for crypto advertisers in the EU starting April 23, 2025, aiming to enhance regulatory compliance and investor protection.

Google Enforces MiCA Compliance for Crypto Ads in Europe

Starting April 23, 2025, Google will implement a new advertising policy requiring cryptocurrency exchanges and wallet providers targeting European users to obtain licenses under the Markets in Crypto-Assets (MiCA) framework or the Crypto Asset Service Provider (CASP) regulation. This policy aims to align with the European Union's efforts to establish a standardized regulatory environment for digital assets.

Advertisers must also comply with local legal requirements, including any national-level restrictions beyond MiCA, and secure certification from Google. The policy will be enforced across most EU countries, including France, Germany, and Italy. 

To facilitate compliance, Google will issue a warning at least seven days before suspending any non-compliant accounts. This grace period is intended to provide advertisers with an opportunity to meet the new requirements.

Industry experts view this move as a double-edged sword. While it enhances investor protection by filtering out unregulated actors, there are concerns about the potential challenges for smaller exchanges. Hon Ng, Chief Legal Officer at Bitget, noted that smaller exchanges may struggle with MiCA's capital requirements and the bureaucratic hurdles of dual certification. 

This development follows Google's recent update to its crypto advertising policy in the UK, which, effective January 15, 2025, requires advertisers to register with the Financial Conduct Authority (FCA). The UK policy also differentiates between software and hardware wallets, allowing ads for hardware wallets without FCA registration if they solely store private keys and do not facilitate trading or exchange services.

As the digital asset landscape evolves, Google's policy changes reflect a broader commitment to regulatory compliance and consumer protection in the cryptocurrency sector.

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