Google to bring new rules for businesses seeking to advertise crypto in EU

Starting mid-April, crypto exchanges and wallet providers will be required to be MiCA-compliant to advertise on Google in the European Union.

Google is changing its advertising policy for crypto services in the European Union, requiring businesses to follow the Markets in Crypto-Assets rules. Starting April 23, companies that want to advertise crypto exchanges and software wallets on Google in the European bloc must be licensed as a Crypto-Asset Service Provider under the Markets in Crypto-Assets regulation by a “relevant national competent authority,” Google said in its official notice.

The updated policy covers 30 countries, including Germany, France, Italy, and Spain. In addition to MiCA licensing, Google said advertisers must also comply “with all other local legal requirements, including any national-level restrictions or requirements beyond MiCA” and be “certified by Google.”

Some countries will have a transition period where existing licenses remain valid. In Finland, France and Germany, for instance, where Google currently accepts country-based licences for advertising crypto exchanges and software wallets, these licences will be recognised during the transitional periods, the search giant said.

The deadlines for the transition period vary by country. For Finland it lasts until June 30, while for Germany it’s until December 30. After the deadline, only MiCA licenses will be accepted, the announcement reads. Google added that it will give advertisers a warning before taking action on any violations.