Google Changes Rules for Crypto Ads in Europe with MiCA

Starting from April 23, 2025, Google will apply new strict rules regarding crypto advertising in Europe, in accordance with the recently implemented MiCA (Markets in Crypto-Assets) regulatory framework. This decision, announced in a policy update on March 24, marks a major turning point for platforms wishing to promote services related to cryptocurrencies on the search engine.

Crypto advertisements: a framework under MiCA in Europe

From April 23, 2025, all advertising related to cryptocurrency exchanges or crypto wallets must necessarily originate from entities duly registered under the MiCA or CASP (Crypto Asset Service Provider) regime. In addition, advertisers will also need to obtain Google certification and meet all local requirements, including additional national rules, beyond the MiCA framework.

This policy will apply to nearly all countries in the European Union, notably France, Germany, Spain, Italy, Belgium, and the Netherlands. However, the implementation timelines for MiCA vary depending on the member states, which could create temporary gaps in regulation enforcement. Moreover, this might complicate the task for companies seeking to comply with both local authorities and Google.

Google protects itself more than investors?

According to Hon Ng, legal director of Bitget, this decision represents a double-edged sword. It could reduce fraud related to ICOs thanks to transparency and anti-money laundering requirements, but also risks excluding smaller entities, hindered by administrative burdens and financial requirements of MiCA, estimated between 15,000 and 150,000 euros.

For Mattan Erder, legal director of the Orbs project, the measure seems more aimed at limiting Google’s legal liability than directly protecting investors. He recalls that the effects of this policy largely depend on the effectiveness and accessibility of the MiCA or CASP registration regimes.

This new Google policy, although aligned with MiCA, could shake up the crypto advertising landscape in Europe. While it promotes a safer environment, it might also hinder innovation, especially since MiCA does not protect investors that much, according to ESMA.