Beginning April 23, Google will implement a significant change in how cryptocurrency-related ads are displayed across the European Union. The company announced that only platforms with a proper license under the EU’s Markets in Crypto-Assets (MiCA) regulation will be permitted to advertise. This means both cryptocurrency exchanges and software wallets will need to show they are officially recognized as Crypto-Asset Service Providers (CASPs) under the new framework.

The move reflects a broader effort to standardize how crypto services are promoted throughout the EU. Up until now, advertising regulations have largely been determined at the national level, leading to inconsistencies across member states. With MiCA in effect, the EU is shifting towards a single, unified licensing approach for digital assets. This not only creates clearer guidelines for companies, but also offers consumers a higher level of protection and transparency.

Google’s new requirements go beyond just holding the MiCA license. Advertisers must also be certified by Google and prove that they meet any additional advertising laws that may apply in specific countries. According to the company, these steps are designed to ensure that all ads appearing on its platform comply with the legal and regulatory expectations set by the EU.

For companies already operating under local regulations in France, Germany, and Finland, Google is offering a temporary exception. Their current licenses will remain valid until the latter half of 2025, in line with the transitional periods each country has established for MiCA compliance. This grace period allows time for these platforms to make the necessary adjustments without disrupting ongoing advertising efforts.

Google emphasized that non-compliance will not lead to an immediate suspension of advertising accounts. Instead, advertisers will receive a warning at least seven days before any actions are taken. This approach gives companies the opportunity to align with the new requirements without facing abrupt penalties.

Several well-known exchanges have already secured their MiCA licenses, including OKX, Crypto.com, Bitpanda, Boerse Stuttgart Digital, and eToro. These early adopters are now in a position to continue reaching customers through Google’s advertising network, while others must quickly follow suit if they wish to maintain visibility within the EU market.

This policy shift demonstrates how global tech firms are responding to growing regulatory pressures around digital assets. By enforcing these standards, Google is signaling its intention to operate within the boundaries set by European regulators—and to support the broader goal of bringing stability and structure to the rapidly evolving world of crypto.

By Alejandro Silva Ramírez, Crypto Analyst & Columnist