Google is launching a strict new cryptocurrency ad program in the entire European Union on April 23, 2025, in alignment with the EU’s Markets in Crypto-Assets (MiCA) rule.
Companies will need to receive approval as a Crypto Asset Service Provider (CASP) and pass Google’s authentication in order to market crypto exchanges and wallets.
This change applies to the entire 27-member EU. These are major nations such as France, Germany, and Italy, as well as smaller nations like Malta and Luxembourg.
Google announced it will give at least a seven-day notice to the advertiser before halting any account that violates the new guidelines.
To promote the crypto services, companies need to have a valid CASP license under the MiCA. They also need to comply with other national regulations. Advertisers need to get certified by Google before promoting these services.
There is also a grace period in some nations. In Germany, France, and Finland, the currently held country-based licenses will remain effective for a period of time.
These will be honored until June 30, 2025, in Finland; June 30, 2026, in France; and December 30, 2025, in Germany.
From these dates forward, only licenses that are MiCA-compliant will be acceptable in the EU. It provides time for the companies to modify their processes and get the necessary approvals.
Google warns crypto advertisers before suspension
However, Google emphasized that it will not suspend advertiser accounts without warning. Anyone who breaches the new directive will receive a warning first. Advertisers will get at least seven days to correct any problem before having their accounts suspended.
The new policy represents a significant change in the way tech companies handle crypto content. It also reflects increasing cooperation between tech companies and regulators in addressing the risk of crypto.
By promoting compliance under the MiCA, Google seeks to ensure safer and more transparent ads in a rapidly changing market.
This change will similarly impact smaller crypto companies’ visibility. Without the licenses, they risk being excluded from one of the largest online ad venues globally.
Google is advising those who advertise to do so immediately and to get in line with the standards by the April 23 deadline date.
Google’s action underscores the increasing seriousness with which regulators—and tech companies—are approaching digital assets.
Nonetheless, crypto players need to get prepared sooner rather than later or risk being shut out of one of the largest markets in the world
