Google Corporation announced on strengthening the requirements for placing advertisements of cryptocurrency products on the territory of the European Union. Starting from April 23, 2025, advertising of such products on the company’s platforms will be allowed only to those companies that are registered as crypto-asset service providers (CASP) and have certification according to the MiCA regulation.
The new rules cover all 27 EU member states, while advertisers will also have to comply with the local legislation of each individual jurisdiction. According to experts, this will create additional pressure on crypto companies, which must adapt to pan-European regulation.
In countries where national rules are already in place, such as France, Germany and Finland, a transition period is foreseen. In particular, in France, a temporary exception will operate until mid-2026, as part of the gradual implementation of the MiCA norms at the domestic level.
Google emphasizes that violation of the new requirements will not lead to immediate blocking of advertising accounts. The company guarantees at least seven days’ notice before applying any sanctions. According to Google representatives, the updated policy demonstrates the commitment to adhere to international standards and strengthen the credibility of crypto product advertising in the region.
Firms already licensed under MiCA include OKX, Bitpanda, Crypto.com, Boerse Stuttgart Digital, eToro and others.
Meanwhile, Tether, the issuer of the USDT stablecoin, expressed concern, saying that the provisions of the MiCA regulation could pose serious risks to both stablecoin issuers and the traditional banking system.
