Google to introduce MiCA rules for crypto ads in Europe on April 22
Google to enforce stricter crypto ad rules under MiCA in Europe.
Google will begin enforcing a stricter cryptocurrency advertising policy in Europe on April 23, mandating that exchanges and wallet providers be licensed under the European Union’s Markets in Crypto-Assets (MiCA) or Crypto Asset Service Provider (CASP) regulatory frameworks.
The company announced the change in a March 24 policy update aimed at increasing investor protections while aligning with Europe’s evolving digital asset legislation, reports Cointelegraph.
The new policy requires crypto advertisers to be certified by Google and meet national legal requirements in addition to MiCA guidelines. It applies across most EU member states, including France, Germany, Italy, Spain, and the Netherlands. Google said violations would not result in immediate account suspensions; instead, advertisers will receive a seven-day warning period before enforcement actions are taken.
Legal experts warn of double-edged consequences for innovation
Industry leaders have voiced mixed reactions to Google’s updated policy. Bitget’s chief legal officer, Hon Ng, said the rules improve safety by filtering out unregulated firms and minimizing fraud risks like those seen in the ICO era. MiCA’s emphasis on anti-money laundering (AML) and transparency is expected to foster a more secure digital asset environment.
However, Ng also warned the policy could hinder smaller crypto firms. “Smaller exchanges may struggle with MiCA’s capital requirements or the bureaucratic hurdle of dual certification,” he noted. Costs for MiCA registration range from €15,000 to €150,000, depending on company size.
Orbs Network general counsel Mattan Erder echoed concerns about compliance burdens, stating that the new advertising framework may be more about shielding Google from liability than protecting retail investors. He added that access to MiCA or CASP registration may favor large firms and limit competition from smaller players.
The policy follows MiCA’s implementation in December 2024, the EU’s first comprehensive framework for digital assets. As crypto firms prepare to adjust, legal experts stress that flexibility in enforcement will be key to balancing consumer protection with continued innovation in the sector.\
Recently we wrote, that Tether has expressed disappointment over the European Union’s Markets in Crypto-Assets (MiCA) framework, which is leading to widespread delistings of non-compliant stablecoins, including its flagship USDt (USDT).
