Google Tightens Crypto Ad Rules in Europe Under MiCA

Crypto News Regulation

Written by Aaron S.,

Editor-In-Chief

Last Updated: April 14, 2025

Key Takeaways

Crypto ads on Google in Europe must follow MiCA rules or have CASP registration by April 23;
Advertisers must meet local laws and get certified by Google before launching campaigns;
Policy violations will not cause instant bans—Google will give at least 7 days' notice.

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Google Tightens Crypto Ad Rules in Europe Under MiCA

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Google is getting ready to apply new rules for cryptocurrency ads across Europe.

Starting April 23, any company that wants to promote crypto exchanges or wallet services through Google must follow the region’s Markets in Crypto-Assets (MiCA) rules or be registered as a Crypto Asset Service Provider (CASP).

This update means advertisers will have to meet both MiCA’s requirements and any extra local laws in their specific countries. They will also need to get certified by Google before running their ads. These changes were announced in Google’s March 24 policy update.

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The new policy will apply to most countries in the European Union, including France, Germany, Italy, Spain, Poland, and the Netherlands. If a company breaks the new rules, its account won’t be blocked immediately. Instead, Google will send a warning at least a week before taking further action, which gives advertisers time to fix the problem.

MiCA is the first major law in the region that sets clear rules for the crypto industry. It covers various digital asset activities, including trading, storing, and promoting cryptocurrencies.

Meanwhile, the Australian Transaction Reports and Analysis Centre (AUSTRAC) recently warned crypto ATM providers that their machines could be used by criminals to move money or trick victims. What did the agency say? Read the full story.