Google Demands MiCA Licensing for Crypto Ads in 30 European Countries
Starting April 23, 2025, Google will enforce stricter rules for cryptocurrency advertising across Europe under the European Union’s Markets in Crypto-Assets (MiCA) framework.
In a March 24 policy update, Google announced that advertisers promoting crypto exchanges and wallet services in Europe must be licensed either under MiCA or as a Crypto Asset Service Provider (CASP).
Also read: ECB’s Francois Villeroy Warns: US Crypto Policy a ‘Time Bomb’?
The move is designed to enhance investor protection and reduce fraud but could impose significant burdens on smaller crypto firms struggling to meet the new standards.
Google Tightens Crypto Ad Regulations
To advertise crypto services in any of the 30 covered European countries—including Germany, France, Spain, and the Netherlands—companies must now obtain both MiCA or CASP licensing and Google certification.
They must also comply with local legal requirements, which may exceed MiCA standards.
Violations of the new policy will not result in immediate suspensions. Google will issue a warning at least seven days prior to any account deactivation.
Also read: DOJ Ends ‘Regulation by Prosecution’ in Landmark Crypto Policy Shift
A Step Forward or an Obstacle for Innovation?
Legal experts are split on the implications. Some praise the policy for increasing accountability and investor safety, while others warn it could create uneven enforcement and increased compliance costs.
MiCA’s robust anti-money laundering (AML) and consumer protection requirements are widely acknowledged as progress.
Still, critics argue that the dual certification process and capital requirements—ranging from €15,000 to €150,000—could disproportionately impact smaller players in the industry.
Protecting Investors or Shielding Google?
Some observers believe Google’s update is more about corporate risk management than user protection.
MiCA, which came into effect in December 2024, marks the EU’s first comprehensive regulatory framework for digital assets. Google’s early compliance makes it one of the first major tech firms to adjust its policies in direct response to MiCA.
Also read: DOJ Accused of Handcuffing Law Enforcement with Crypto Policy Reversal
While the move aims to clean up the digital finance ad space, it also brings attention to a broader shift: big tech is no longer turning a blind eye to unregulated financial marketing.
The policy may enhance user protection against misleading ads but could limit visibility for smaller, emerging crypto platforms still navigating regulatory hurdles.
Whether these changes will build greater trust or hinder innovation remains to be seen, but one thing is clear—Europe’s crypto advertising landscape is entering a new era.
