Google to implement MiCA rules for crypto ads in Europe starting April 23

Google will begin enforcing a new advertising policy for cryptocurrency-related services in Europe starting April 23, requiring crypto exchanges and wallet providers to comply with the European Union’s Markets in Crypto-Assets (MiCA) regulation. 

According to the search engine giant’s latest policy update, the move introduces stricter requirements on digital asset promotions to help the EU impose its regulatory framework on the expanding crypto industry.

Under the new rules, crypto service providers that wish to advertise on Google in European markets must be licensed under MiCA or registered as a Crypto Asset Service Provider (CASP). 

New rule requires crypto-businesses to follow MiCA and local regulations 

Advertisers must comply with “local legal requirements,” which may include stricter national-level regulations beyond MiCA. Google will require advertisers to receive direct certification from the company before running crypto-related promotions.

The new advertising guidelines will apply to several European countries, including Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxemburg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden.

Enforcement is purported as “strict,” but Google clarified that accounts violating the policy won’t face immediate suspension. Instead, advertisers will receive a warning at least seven days in advance before any disciplinary action is taken.

Certain countries, including Finland, France, and Germany, will be subject to transitional periods during which existing national licensing regimes will remain valid. The grace periods align with Article 143(3) of Regulation (EU) 2023/1114, which sets MiCA’s transitional rules for Member States.

Finland-based crypto firms may continue advertising until June 30, 2025, while firms in France are covered until June 30, 2026. Germany’s transition window extends until December 30, 2025. Google confirmed it will recognize these licenses during the respective periods.

Several major exchanges have already obtained MiCA licenses, including Crypto.com, Bitpanda, eToro, OKX, and Boerse Stuttgart Digital, positioning themselves to meet Google’s new compliance bar across Europe.

Compliance is good, but could be costly for crypto businesses

Many crypto industry leaders, including Hon Ng, chief legal officer at Bitget, have lauded the policy change. Ng admitted that the updated rules could help eliminate unregulated players and scams that previously tarnished the industry’s name.

In a recent press briefing, the Bitget CLO said MiCA’s strong anti-money laundering and counter-terrorist financing (AML/CFT) provisions, and its transparency requirements, make the environment significantly safer for investors. 

These measures, he reckoned, could help avoid repeats of earlier scandals, like the repeated incidents of fraudulent initial coin offerings (ICOs) that impacted the sector before 2023.

However, Ng warned that the regulatory demands are burdensome for smaller exchanges. He pointed to MiCA’s capital requirements, ranging from €15,000 to €150,000, and the need for dual certification by local authorities and Google as significant barriers to entry. 

Without flexible enforcement, smaller platforms may be unable to meet the demands, which could stifle regional innovation.

Crypto presence in Europe puts financial systems at risk, ESMA warns

Last Tuesday, the European Securities and Markets Authority (ESMA) issued a renewed warning about the potential for digital assets to destabilize the financial system as more European-based businesses and citizens enter the industry.

Speaking to the European Parliament, ESMA Executive Director Natasha Cazenave said that despite their small market size, crypto assets could trigger systemic risks under the right conditions that feature market disruptions triggered by US President Donald Trump’s recent tariff actions.

“EU financial markets are, as we speak, under severe strain coming from the broader political and geopolitical developments,” Cazenave said in a speech posted on the regulator’s website.

Although crypto-focused investment funds represent less than 1% of all EU-based funds and 95% of EU banks are reportedly unexposed to digital assets, ESMA said the crypto sector still warrants close and continuous monitoring. 

However, even with regulatory hurdles, some KOLs in the industry are optimistic about crypto’s trajectory in Europe. Keith Grose, Senior Managing Director at Coinbase UK, said institutional appetite for regulated crypto investment products is rising. 

He talked about internal data showing that over 60% of global institutions prefer regulated vehicles such as exchange-traded funds (ETFs) and exchange-traded products (ETPs).

“Over the next three to five years, growth in Europe’s crypto economy will be driven by regulatory clarity, institutional product innovation, and, most importantly, the demand for greater economic freedom,” the director surmised.

Grose described the trend as part of an expansion of market access rather than a shift away from direct crypto engagement. He reiterated that regulated products provide more choice, better market structure, and a safer entry point for large-scale investors.