Google will enforce stricter advertising policies for crypto services in Europe under the Markets in Crypto-Assets (MiCA) framework starting April 23, 2025. This alignment with EU regulations aims to enhance transparency and consumer trust, reshaping how crypto businesses operate across the continent.
Google Enforces MiCA Rules
The MiCA framework, which has been fully operational since December 2024, establishes a comprehensive regulatory structure for crypto assets within the European Union. It strongly emphasizes transparency, licensing, and consumer protection, addressing issues such as fraud and market volatility. As part of its updated policy, Google will require virtual advertisers—including exchanges and wallet providers—to obtain MiCA-compliant licenses or Crypto Asset Service Provider (CASP) certifications.
Advertisers must also adhere to local laws and secure Google’s certification in key EU markets like Germany, France, and Spain. This approach ensures that advertisements are accurate and reliable, reducing consumer risk. Google’s strategy is aligned with the EU’s vision of a regulated crypto market, though the associated compliance costs may influence competitive dynamics by favoring larger entities.
MiCA Impacts Businesses and Consumers
Google’s enforcement of MiCA regulations will reportedly have significant implications for the crypto industry and its users. For businesses, meeting regulatory requirements will mean substantial resources, and the associated licensing costs may impact smaller operators, potentially leading to market consolidation. To facilitate this transition, Google has provided a grace period, during which it will issue warnings seven days before suspending noncompliant accounts.
These policies are designed to enhance consumers’ protection against misleading advertisements, thereby building greater trust in crypto investments. However, differences in licensing timelines across countries such as Finland, France, and Germany may temporarily affect the availability of advertisements.
Industry observers regard this development as a step forward in integrating crypto into traditional financial systems, though regulators must strike a balance between oversight and innovation. By enforcing these standards, Google is signaling a maturation of the cryptocurrency market, promoting accountability while navigating the complexities of a dynamic regulatory environment.
Meanwhile, besides enforcing stricter advertising policies for crypto services, Google has engaged in other forms of investment. For example, Google Cloud invested $10 million in the BNB chain’s MVB program and partnered with ZetaChain, another layer-1 blockchain. The blockchain utilizes Google Cloud’s Web3 validator services to bolster the security and decentralization of its ecosystem.
