Google Enforces MiCA Compliance for European Crypto Ads Starting 23 April

Google is set to enforce stricter advertising rules for cryptocurrency services in Europe beginning 23 April, aligning with the European Union’s Markets in Crypto-Assets (MiCA) regulation.

Announced in a 24 March policy update, the new rules require crypto exchanges and wallet providers advertising on Google to be licensed under either the MiCA framework or the Crypto Asset Service Provider (CASP) regulation.

Advertisers must also meet local legal obligations, including any additional national-level requirements, and obtain certification from Google.

Legal experts view the move as a potential “double-edged sword”—a step forward in curbing ICO-related fraud, but one that could expose regulatory blind spots if enforcement remains inconsistent.

The policy will be implemented across 27 EU member states, including France, Germany, Italy, and Spain, marking a significant shift in how digital asset promotion is governed.

To ease the transition, Google confirmed that policy violations will not result in immediate account suspensions.

Instead, advertisers will receive at least seven days' notice before any enforcement action is taken.

The update follows the rollout of the MiCA framework in December 2024, which established the EU’s first unified regulatory structure for digital assets.

Split Opinions on Google’s New Advertising Rules

Google’s new crypto advertising requirements may be a “double-edged sword” for digital asset regulation, according to Hon Ng, Chief Legal Officer at Bitget.

He explained:

“On one hand, they do enhance investor protection by filtering out unregulated actors. The MiCA framework’s strict AML/CFT and transparency requirements create a safer ecosystem, reducing scams like the ICO frauds that plagued the industry pre-2023.”

While the policy aligns with growing calls for regulatory clarity, Ng cautioned that without flexible implementation, it risks becoming “overly restrictive.”

He noted that because national licensing transition timelines vary across jurisdictions, this could lead to “temporary enforcement gaps” and create significant compliance challenges—particularly for firms navigating inconsistent licensing frameworks across Europe.

He added:

“Smaller exchanges may struggle with MiCA’s capital requirements (15,000–150,000 euros) or the bureaucratic hurdle of dual certification (both Google and local regulators). These measures are a net positive for trust but need flexibility to avoid stifling innovation.”

Others in the industry are skeptical about the policy’s true intent.

Mattan Erder, General Counsel at the layer-3 blockchain network Orbs, argued that the update appears more focused on shielding Google from legal liability than on protecting retail investors.

He suggested the policy’s real impact will hinge on how difficult and costly it becomes to obtain MiCA or CASP certification.

If the process proves too burdensome, smaller firms may be squeezed out, concentrating market power among larger players and potentially stifling innovation—especially in countries where national-level licensing is still being phased in.

Erder noted:

“Any impact of this change in Google’s policy is downstream of the regulations themselves. If MiCA or CASP registration turns out to be burdensome, expensive and only accessible to big players, then smaller players will have a lot of difficulty competing in these jurisdictions.”