Google to Enforce MiCA Rules for Crypto Ads in Europe Starting April 23

Google Aligns Crypto Ad Policies With Europe’s MiCA Framework

Google has announced it will begin enforcing new cryptocurrency advertising rules in Europe starting April 23, requiring crypto exchanges and wallet services to be licensed under the EU’s Markets in Crypto-Assets (MiCA) or the Crypto Asset Service Provider (CASP) frameworks.

The updated policy marks a significant shift in how crypto companies can advertise across Google’s platforms, coinciding with Europe’s broader regulatory push to bring digital assets under a unified legal structure.

“This change is part of our ongoing efforts to align with evolving regulatory requirements across different regions,” Google noted in a March 24 policy update.

Policy Coverage and Implementation Timeline

The new ad policy will apply across nearly all European Union member states, including:

Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden.

While enforcement will begin April 23, violations won’t result in immediate account suspensions. Instead, advertisers found in breach of the rules will receive a warning at least seven days prior to any punitive action.

What Advertisers Must Do to Comply

Under the new rules, crypto advertisers must:

• Be licensed under MiCA or CASP regulatory regimes.

• Comply with all national-level legal requirements that may go beyond MiCA.

• Undergo Google certification for advertising eligibility.

This combination of regulatory compliance and platform-specific certification creates a more robust filter to ensure only legitimate actors can promote services on Google.

Industry Experts: A Double-Edged Sword

Enhancing Trust and Investor Safety

Hon Ng, Chief Legal Officer at Bitget, sees Google’s updated policy as a necessary step to improve investor protection:

“On one hand, they do enhance investor protection by filtering out unregulated actors,” said Ng.

He noted that MiCA’s Anti-Money Laundering (AML), Counter-Terrorist Financing (CFT), and transparency requirements create a more trustworthy ecosystem, helping to curb frauds like those common during the ICO boom of previous years.

Potential Barriers to Innovation

However, Ng also warns that the policy could be “overly restrictive” for smaller players, especially due to the capital requirements under MiCA—which range between €15,000 and €150,000—and the bureaucratic challenge of dual certification (with both Google and local regulators).

“These measures are a net positive for trust but need flexibility to avoid stifling innovation,” Ng said.

He also raised concerns about enforcement gaps, since MiCA national licensing timelines vary across EU countries. This could create temporary inconsistencies in how the policy is applied and lead to confusion or uneven access for market participants.

Not Everyone Convinced of Consumer Benefits

Some experts believe the real motivation behind Google’s policy is platform liability protection, not investor welfare.

Mattan Erder, General Counsel at the Layer-3 blockchain project Orbs, stated:

“Any impact of this change in Google’s policy is downstream of the regulations themselves.”

He suggested that the update is more about ensuring Google stays compliant with EU law than about shielding retail investors. If MiCA registration process proves too costly or complex, it could disproportionately benefit large, well-funded firms, leaving smaller competitors at a disadvantage.

MiCA Framework: A Brief Recap

The Markets in Crypto-Assets (MiCA) regulation came into effect in December 2024, establishing the first EU-wide regulatory framework for crypto assets. It aims to harmonize rules across member states, introduce licensing for crypto service providers, and improve market stability, investor protection, and AML compliance.

What This Means for the Crypto Ad Landscape in Europe

Google’s adoption of MiCA standards marks a new chapter in the crypto advertising ecosystem. While the update could significantly reduce fraud and bolster trust, it may also raise the barriers to entry for new or smaller firms operating in Europe.

As the April 23 deadline approaches, all eyes are on how this policy unfolds in practice—and whether it strikes the right balance between consumer safety and industry growth.

Google is enforcing MiCA compliance for crypto ads in Europe starting April 23. While this boosts investor protection, experts warn it may also raise compliance costs and limit access for smaller crypto firms.