In a significant move for the crypto industry, Google has announced new advertising requirements for cryptocurrency exchanges and software wallets across the European Union (EU), effective April 23, 2025.
To align with the Markets in Crypto-Assets (MiCA) regulation, advertisers must hold a Crypto-Asset Service Provider (CASP) license issued by a relevant national authority within the EU. Additionally, they must comply with any local legal obligations beyond MiCA and secure Google certification to run ads.
This policy applies across 27 EU countries, including major markets like France, Germany, Spain, Italy, Luxembourg, Netherlands, Poland, Sweden, and Denmark.
Only CASP-licensed firms can advertise crypto exchanges or wallets in the EU.
Advertisements must be verified by Google, meaning Google certificates, and national-level legal requirements remain in force and must be observed.
To make this process easy, Google is recognizing existing country-based licenses in Finland, France, and Germany during transitional periods specified under Article 143(3) of MiCA.
Finland: Valid until 30 June 2025.
France: Valid until 30 June 2026.
Germany: Valid until 30 December 2025.
This extension allows current advertisers in these countries to adjust their operations and obtain a MiCA license. Advertisers that violate the policy won’t be suspended right away. Rather, before any account actions are taken, Google will give a seven-day notice.
Advertisers need to move fast to stay visible and compliant in the changing digital economy as MiCA continues to change the crypto landscape in Europe.
Being compliant is not only wise but also necessary as Europe tightens its regulations on cryptocurrency advertising. Crypto advertisers have to take action quickly or risk falling behind the digital curve.
Also read : Google Blocks 17 Crypto Exchange Apps in South Korea
