In a major policy update, Google has announced that starting April 23, 2025, crypto-related businesses must comply with the Markets in Crypto-Assets (MiCA) regulation to advertise on its platform within the European Union. The move is aimed at aligning Google’s advertising policies with the EU’s growing regulatory framework for digital assets.
MiCA Compliance Becomes Mandatory
The update will impact advertisers promoting crypto exchanges and software wallets across the 30 countries in the EU, including key markets such as Germany, France, Italy, and Spain. According to Google’s official notice, companies must now be licensed as a Crypto-Asset Service Provider (CASP) by a relevant national competent authority under MiCA regulations.
Google emphasized that in addition to securing MiCA authorization, advertisers must also meet any national-level legal requirements and obtain Google certification before running ads related to cryptocurrencies.
Transitional Periods in Select Countries
While the policy is set to go into effect in April, transitional arrangements have been made for certain EU member states. Google will continue to accept country-based licenses in jurisdictions such as Finland, France, and Germany during their respective grace periods.
- Finland: Country-based licenses will remain valid until June 30, 2025
- Germany: The transition period extends until December 30, 2025
After these deadlines, only MiCA-compliant licenses will be considered valid for advertising purposes.
Compliance and Enforcement
To maintain transparency, Google stated that it will warn advertisers before taking enforcement action on any policy violations. This gives crypto firms an opportunity to align with the updated requirements without immediate disruption to their advertising campaigns.
Why It Matters
The policy shift marks one of the first major implementations of the EU’s MiCA regulation, which was designed to create a harmonized legal framework for digital asset services across member states. For the crypto industry, the move is seen as a step toward greater legitimacy and consumer protection—but also introduces higher regulatory barriers for market entry.
With regulators and tech giants tightening oversight, crypto businesses looking to operate in the European market will need to act swiftly to secure the necessary licenses and maintain compliance in an evolving regulatory landscape.
