Crypto advertisers in the European Union have just received a major update from Google—and the clock is ticking. As of April 23, 2025, only companies that meet MiCA (Markets in Crypto-Assets) requirements will be allowed to advertise crypto exchanges and software wallets across Google’s platforms in the EU.

The search giant updated its ad policy to reflect the EU’s sweeping crypto regulation, which aims to standardize the legal landscape for digital assets across member states. The new rules will impact 30 EU countries, including top economies like France, Italy, Germany, and Spain.

What this means in practice: if you’re promoting a crypto exchange or wallet app in the EU, you must now be registered as a Crypto-Asset Service Provider with a recognized national regulator. Google will also require you to be certified through its platform, confirming your compliance with both MiCA and any additional country-specific laws.

To ease the rollout, Google is temporarily honoring certain existing national licenses in countries where crypto regulation is already in place. For example:

• In Finland, current licenses are valid until June 30, 2025.
  
• In Germany, the grace period extends until December 30, 2025.
  

After these dates, even companies in those countries must obtain MiCA authorization to continue advertising on Google.

Importantly, Google emphasized it will issue warnings before enforcing ad restrictions. This gives crypto advertisers time to adjust their documentation and campaigns without immediate risk of being blocked.

The move is a milestone for the crypto advertising industry. While it raises the regulatory bar, it also signals growing acceptance of crypto in mainstream digital finance. For consumers, this policy offers better protection against misleading promotions. For companies, it introduces a clear regulatory pathway to advertise across the EU—so long as they meet the legal requirements.

With MiCA shaping the future of crypto in Europe and Google acting as an enforcer, the days of unregulated crypto ads are ending. Those prepared to comply could find themselves in a stronger, more trusted position as the next crypto bull cycle approaches.