Google is set to enforce new regulations for cryptocurrency advertisements in Europe, aligning with the Markets in Crypto-Assets (MiCA) framework. Starting April 23, the tech giant will require all cryptocurrency exchanges and software wallets to hold a license under the MiCA or Crypto-Asset Service Provider (CASP) regulatory frameworks to advertise on its platform.

This move marks a significant shift from the varied national licensing regimes that currently govern crypto ads in some regions, standardizing the process across all 27 EU member states. The new policy mandates that advertisers must obtain certification from Google and demonstrate their registration as a CASP under MiCA. Additionally, advertisers are required to comply with any country-specific legal obligations. This enforcement aims to enhance transparency and safety in the cryptocurrency advertising space, potentially shutting the door on newcomers who have not yet secured the necessary licenses.

For crypto platforms already advertising in regions under local rules, Google has provided a temporary reprieve. These national licenses will remain valid until mid-to-late 2025, aligning with each country’s MiCA transition period. This grace period allows these platforms to adjust to the new regulatory requirements without immediate disruption. Google has also announced that accounts will not be suspended immediately for non-compliance. Instead, the company will issue a warning at least seven days before any enforcement action, giving advertisers time to rectify any issues. This approach ensures a smoother transition for existing advertisers while maintaining the integrity of the new regulatory framework.

Several cryptocurrency exchanges have already secured a MiCA license, including OKX, Crypto.com, Bitpanda, Boerse Stuttgart Digital, and eToro. These platforms are well-positioned to continue advertising on Google without interruption, benefiting from the enhanced credibility and trust that comes with MiCA compliance.

The enforcement of MiCA rules by Google represents a significant step towards regulating the cryptocurrency industry in Europe. By standardizing the licensing requirements for crypto ads, Google aims to create a more transparent and secure advertising environment. This move is expected to have a profound impact on the cryptocurrency landscape, encouraging greater compliance and potentially driving innovation in the sector.