Google’s Stricter Crypto Ad Rules Kick In April 23 Under MiCA and CASP Mandates
New requirements could tighten fraud controls—but may create enforcement gaps and challenges for smaller firms.
Google is set to implement a significant shift in its cryptocurrency advertising policy across Europe, starting April 23, by requiring crypto exchanges and wallet providers to hold licenses under the Markets in Crypto-Assets (MiCA) or Crypto Asset Service Provider (CASP) regulatory frameworks.
The move marks Google’s alignment with the EU’s MiCA regulation, which came into force in December 2024, offering the first unified crypto regulatory structure across the bloc. According to a March 24 update, Google’s new policy will enforce certification for crypto advertisers and require them to comply not only with MiCA but also with any country-specific rules within the EU.
The policy rollout covers a wide swath of Europe, including France, Germany, Spain, Italy, Netherlands, and over a dozen other countries. Advertisers in these jurisdictions must now secure approval both from Google and relevant local regulators before they can promote services via the platform.
Compliance or Consequence
To avoid sudden disruptions, Google has clarified that it will not immediately suspend non-compliant accounts. Instead, a seven-day warning will be issued before any action is taken against policy violators.
While the update is framed as an investor protection measure, legal experts have mixed views. Hon Ng, Chief Legal Officer at crypto exchange Bitget, describes the policy as a “double-edged sword.”
“On one hand, it filters out unregulated entities, improving safety and reducing scams like those seen in the ICO era before 2023,” said Ng.
“But on the other, the lack of flexibility could harm smaller players who can't easily meet MiCA’s capital or bureaucratic demands.”
Under MiCA, crypto firms must comply with strict anti-money laundering (AML) and counter-terrorism financing (CFT) rules, as well as maintain transparency. Licensing fees and regulatory hurdles—such as the €15,000–€150,000 capital requirements—could pose steep barriers for startups and smaller platforms.
Protecting Users—or Just Google?
Other observers suggest the policy may be more about shielding Google than protecting crypto investors.
Mattan Erder, general counsel at blockchain network Orbs, noted that Google’s enforcement mechanisms seem designed to manage legal risk in the face of evolving regulations, rather than driving investor safety.
“This doesn’t fundamentally change Google’s stance—it’s more about compliance with regional law than a proactive move to protect users,” said Erder.
“If MiCA and CASP are too demanding, it could shut out smaller projects and reduce competition in the long run.”
What Comes Next?
With varying national transition timelines for implementing MiCA, temporary inconsistencies in enforcement could arise. As regulators across Europe continue adapting the framework, industry insiders are urging for pragmatic enforcement to avoid stifling innovation.
Still, this policy shift by Google signals a broader trend: crypto firms must now prepare to navigate both tech platform rules and regulatory compliance to operate effectively in the European market.