From April 23, 2025, Google will apply new strict rules in terms of crypto advertising in Europe, in accordance with the recently implemented regulatory frame (Markets in Crypto-Assets). This decision, announced in a policy update on March 24, marks a major turning point for platforms wishing to promote services related to cryptocurrencies on the search engine.
Crypto advertisements: MICA supervision in Europe
As of April 23, 2025, any advertising linked to the exchanges of cryptocurrencies or crypto wallets must imperatively emanate from actors duly recorded under the MICA or CASP (Crypto Asset Service Provider) regime. In addition, advertisers will also have to obtain a Google certification and meet all local requirements, including additional national rules, beyond the MICA frame.
This policy will apply to almost all countries of the European Union, including France, Germany, Spain, Italy, Belgium or the Netherlands. However, Mica's application deadlines vary according to Member States, which could create temporary gaps in the application of regulations. But also, complicate the task of companies seeking to comply with both local authorities and Google.
Google protects itself, more than investors?
According to Hon NG, Bitget Legal Director, this decision represents a double -edged weapon. It could reduce the fraud linked to ICOs thanks to the requirements of transparency and the fight against money laundering, but also risks excluding the smallest players, hampered by the administrative heaviness and the financial requirements of Mica, estimated between 15,000 and 150,000 euros.
For Mattan Erder, legal director of the Orbs project, the measure seems to aim for the limitation of Google's legal responsibility more than the direct protection of investors. He recalls that the effects of this policy depend above all on the efficiency and accessibility of Mica or CASP registration diets.
This new Google policy, although aligned with Mica, could upset the crypto advertising landscape in Europe. If it promotes a safer environment, it is also likely to curb innovation, especially since Mica does not protect investors that much, according to ESMA.
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