Nikolas Sargeant
Google is set to implement a new advertising policy for cryptocurrency services in Europe, effective April 23, 2025. Under this policy, cryptocurrency exchanges and wallet services must be licensed under the Markets in Crypto-Assets (MiCA) framework or the Crypto Asset Service Provider (CASP) regulation to advertise on Google's platform. Advertisers will also be required to comply with local legal requirements and obtain certification from Google.
This move aligns with the European Union's efforts to regulate the digital asset sector and aims to enhance investor protection by ensuring that only licensed and compliant entities can promote their services. The policy applies to most European countries and introduces a transition period for national licensing in certain jurisdictions.
Amid the European Union’s tightening crypto regulations under the Markets in Crypto-Assets (MiCA) framework, several major exchanges are taking decisive steps to secure compliance. Bitpanda has reinforced its regional presence by securing a third MiCA license from Austria’s financial authority, while Binance is proactively delisting non-compliant stablecoins like USDT and DAI across the European Economic Area.
In contrast, OKX faces regulatory scrutiny that could jeopardize its MiCA license due to alleged misuse of its Web3 tools in a money laundering case linked to the Bybit hack. Meanwhile, KuCoin is moving to legitimize its operations by filing a MiCAR application through its Austrian entity, signaling a broader industry shift toward regulatory alignment to maintain access to the EU’s lucrative crypto market.
While the policy is seen as a step toward greater oversight and consumer protection, it has been described as a "double-edged sword" by industry experts. The stringent compliance requirements may pose challenges for smaller cryptocurrency firms, potentially hindering innovation and competition in the market.
Critics argue that the policy's strict enforcement could create temporary gaps in enforcement and impose significant compliance costs on smaller players. They caution that without flexible implementation, the policy could inadvertently stifle innovation and limit market access for emerging cryptocurrency services.
