Google Tightens EU Crypto Ad Rules, Requires MiCA License

Google has announced a significant change in its advertising regulations for crypto companies and wallets operating in the European Union. Effective April 23, crypto exchanges and wallets will only be permitted to advertise if they hold an EU license under the Markets in Crypto Assets (MiCA) regulation. This move requires crypto companies to prove they are registered as a Crypto Asset Service Provider (CASP) under MiCA, marking a substantial shift in the ad requirements for the industry.

This regulatory change comes at a time when various European Union countries already have existing agreements with google, which adds complexity to the situation. For instance, Finland has a deadline of June 2025, France has one in June 2026, and Germany has one in December 2025. These deadlines will remain in place, and upon completion, the countries will transition to the new MiCA license. Violations of the new procedures will not result in immediate action but will include a 7-day warning for crypto companies to adhere to the new rules.

Google's decision to increase the regulatory requirements for crypto exchanges and wallets in 27 European countries is a response to pressure from European lawmakers. The new regulations mandate that companies must obtain a MiCA license and an ad certification to continue advertising in these countries. This move aligns with the European Union's efforts to regulate the crypto industry more stringently, particularly as European lawmakers suggest that American crypto policies compete with their interests.

Several major crypto exchanges, including OKX, Crypto.com, and MoonPay, have already secured their MiCA licenses. Many countries within the European Union, such as Germany, Finland, and France, have local licenses that extend to around late 2025 but will conform to the MiCA agreement once the contracts have ended. This standardization under the MiCA regulation is expected to simplify the procedure and ensure consistency across different countries in the EU.

Hon ng, bitget Chief Legal Officer, welcomed the changes, stating that they will help eliminate players who have abused the system, such as crypto scams that present themselves as legitimate businesses to defraud customers and tarnish the blockchain industry's reputation. Ng highlighted that the MiCA regulation has a strong anti-money laundering focus and is particularly aimed at ending terrorism funding. The growing number of crypto scams has often left customers with little recourse or accountability. According to Ng, these changes could stop fraudulent Initial Coin Offerings (ICOs) that have preyed on customers for some time.

Alphabet, the parent company of Google, has seen a 12% profit with year-to-date prices, driven by the positive sentiment surrounding Artificial Intelligence innovations. Alphabet has shown interest in blockchain technology, particularly with a partnership with Coinbase to develop web3 apps on cloud infrastructure. The enforcement of strict regulations by Google may be a proactive measure to avoid potential lawsuits from the European Union, especially given the perception of Google as an American company and the competitive threat it poses due to the isolationist policies of the United States.