Google Enforces MiCA Crypto Ad Rules Starting April 23

It requires all crypto exchanges and wallets to be licensed. They must follow the EU’s Markets in Crypto-Assets (MiCA) or Crypto Asset Service Provider (CASP) regulations.

Crypto Ad Rules say advertisers must meet “local legal requirements.” They also need Google certification to run crypto-related ads across most European countries.

MiCA Boosts Safety, But Small Players May Get Squeezed

This change comes hot on the heels of MiCA’s rollout in December 2024, marking the first sweeping crypto regulation across the EU. While Google’s new rules aim to support regulatory compliance, some industry experts say the move could be a double-edged sword.

On the upside, Google’s update could help weed out bad actors. “These new rules filter out unregulated players, which boosts investor protection,” said Hon Ng, chief legal officer at Bitget. He added that MiCA’s strong anti-money laundering and transparency standards should curb scams like the ICO frauds that ran wild before 2023. But there’s another side to the coin.

Ng warned the policy could be too rigid without flexibility, especially given the different rollout speeds of national licensing across EU member states. Smaller crypto firms, he noted, could struggle to stay afloat. Meeting MiCA’s capital requirements—ranging from €15,000 to €150,000—and juggling certification from both Google and local regulators might be too tall an order. “Smaller exchanges may find themselves stuck between a rock and a hard place,” Ng said, cautioning that high compliance costs could choke innovation before it gets off the ground.

Google Plays It Safe, but Small Crypto Firms May Pay the Price

Mattan Erder, general counsel at Orbs, echoed those concerns, suggesting that the policy may be more about protecting Google than safeguarding users. “This change is less about shielding investors and more about covering Google’s bases,” he said. If MiCA registration proves too costly or exclusive, Erder warned, smaller players might get left in the dust while only big-name firms keep a seat at the table.

Google’s policy won’t bring the hammer down immediately. Advertisers who break the rules will get at least seven days’ notice before any account suspensions kick in. Still, crypto companies looking to advertise in Europe would be wise to get their ducks in a row—and fast.

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