According to Google’s support page, the tech giant has announced an update to its policy concerning cryptocurrencies and related products for advertising Cryptocurrency Exchanges and Software Wallets in the European Union (EU).

In a move aimed at enhancing transparency and regulatory compliance, Google will be introducing stricter requirements for crypto advertisers in the region which will take effect from April 23, 2025.

Google’s updated policy applies to crypto advertisers in EU countries like Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxemburg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden.

Google’s Advertising Requirements and Certifications for Crypto Firms

The report outlines three key requirements for advertisers to meet going forward. First, crypto exchanges and wallet advertisers in the affected countries will have to obtain a license to operate.

Specifically, they need a Crypto-Asset Service Provider (CASP) license under the Markets in Crypto-Assets (MiCA) regulation, which should be issued by the appropriate national regulatory body.

Second, advertisers must adhere to all applicable legal obligations, regulatory requirements, and restrictions imposed by local authorities beyond the scope of MiCA regulations. Additionally, they must obtain licenses and certifications from Google to operate in the EU market.

Companies that comply with the requirements will be able to maintain their advertising presence on Google’s platforms.

While other countries will start adhering to the updated policy from April 23, 2025, Google will continue to accept country-based licenses for crypto advertising in Finland, France, and Germany until June 30, 2025, June 30, 2026, and December 30, 2025, respectively.

The transition period will give the stipulated countries time to get a MiCA license and comply with the new rules. After the aforementioned dates, Google will only accept MiCA licenses for crypto advertising in the EU. Failure to adhere to the new policy will lead to suspension of account following a warning issued at least 7 days before.

Google’s policy update likely seeks to enhance security and reduce crypto scams. Last year August, a Florida woman named Maria Vaca sued Google after she downloaded a fraudulent crypto  app, Yobit Pro app, from the Google Play Store based on the platform’s review.