Google to Implement Stricter Cryptocurrency Advertising Policy for EU Market

Google revealed it is poised to implement more stringent cryptocurrency advertising policies across Europe, effective April 23, 2025. The Markets in Crypto-Assets (MiCA) or Crypto Asset Service Provider (CASP) regulatory frameworks mandate that cryptocurrency exchanges and wallet providers operating within the European Union must obtain a license.

Google Implements Crypto Ad Policy

The company says this change is to better protect investors and keep up with new digital asset laws in Europe. The new policy states that crypto advertisers must get approval from Google and follow national laws and the rules in the MiCA guidelines.

This rule applies to most EU countries, including France, Germany, Italy, Spain, the Netherlands, Greece, Hungary, Ireland, Latvia, and Lithuania. Google says it won’t immediately suspend advertisers’ accounts if they don’t follow the rules. Instead, it will give them seven days to fix the problem before taking action.

Meanwhile, European exchanges have started removing Tether (USDT) from their platforms as the MiCA regulation comes into force. This new framework is reshaping stablecoin availability across the region.

Crypto.com notably led the way, announcing the delisting of USDT and nine other digital assets in response to MiCA requirements. This action mirrors a similar decision by Coinbase, which announced last year that it would no longer support USDT in Europe.

Following Crypto.com’s actions, Binance announced its decision to delist USDT from its platform by March 31. This move places Binance alongside a growing list of top crypto exchanges that have made similar decisions in recent months.

Google Integrates ENS Domains

This policy change follows MiCA’s update in June 2023. It is the EU’s first complete set of rules for digital assets. As crypto companies adjust to these changes, legal experts say it will be essential to be flexible when enforcing the rules.

In October 2024, Google integrated Ethereum Name Service (ENS) domains into its Search platform. The ENS team and Google technologist Nalin Mittal announced this update.

Before this integration, accessing an ENS domain necessitated a blockchain browser or specialized software, which restricted accessibility for users unaccustomed to blockchain technology. Users can search ENS domains directly via the Google Search bar, significantly simplifying access to blockchain-based websites.

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