Google will begin enforcing stricter rules for cryptocurrency advertisements in Europe. The change will start on April 23. The company announced the update in a policy document dated March 24.

Crypto exchanges and wallet providers will now need to be licensed under the European Union’s Markets in Crypto-Assets (MiCA) framework. Alternatively, they must be registered as a Crypto Asset Service Provider (CASP). Advertisers must also meet national legal requirements. In addition, they need to be certified by Google before publishing ads.

New Policy Challenges Smaller Crypto Firms

The policy applies across most of the EU. Covered countries include Austria, France, Germany, Italy, Spain, Sweden, and others. Google said violations will not lead to automatic account suspensions. Instead, advertisers will receive a warning at least seven days before suspension.

This follows the implementation of the MiCA framework in December. MiCA introduced a unified approach to regulating digital assets in the EU.

Legal experts say the changes have mixed effects. Hon Ng, chief legal officer at Bitget, said the policy “enhances investor protection” by excluding unregulated entities. He added that MiCA’s rules help reduce scams, such as those tied to earlier ICO frauds.

EU CRACKDOWN INCOMING

• Google to enforce MiCA crypto ad rules
• Starts April 23 across all of Europe

Regulatory heat is turning up fast. pic.twitter.com/bPphtOJkum

— Moon Pulse (@Moonpulses) April 14, 2025

However, Ng warned the rules could be too strict. Licensing deadlines vary by country. He said this may lead to temporary enforcement gaps. Smaller firms might also struggle with the cost of meeting both Google and local regulatory requirements.

Ng noted that capital requirements under MiCA range from €15,000 to €150,000. He said these costs could hurt smaller exchanges.

You may find it interesting at FinanceMagnates.com: EU Watchdog Wants Crypto Exchanges and Companies Staff to Hit the Books.

Google Policy Seen as Risk Avoidance

Others see the policy differently. Mattan Erder, general counsel at Orbs, said the changes are more about shielding Google from legal risks than protecting investors. He said the policy’s effects depend on how burdensome MiCA and CASP registrations turn out to be.

If compliance Compliance In finance, banking, investing, and insurance compliance refers to following the rules or orders set down by the government regulatory authority, either as providing a service or processing a transaction. Compliance concerning finance would also be a state of being following established guidelines or specifications. This designation can also encompass efforts to ensure that organizations are abiding by both industry regulations and government legislation. Understanding ComplianceCompliance is a In finance, banking, investing, and insurance compliance refers to following the rules or orders set down by the government regulatory authority, either as providing a service or processing a transaction. Compliance concerning finance would also be a state of being following established guidelines or specifications. This designation can also encompass efforts to ensure that organizations are abiding by both industry regulations and government legislation. Understanding ComplianceCompliance is a Read this Term is expensive or only suited for large firms, Erder said smaller players will likely struggle to operate in these markets.