Google to restrict cryptocurrency advertising in EU for companies with MiCA license
Cryptocurrency exchanges and wallet apps must comply with EU MiCA licensing requirements to advertise on Google platforms in 27 countries.
Francisco Rodriguez | Edited by Nikhilesh De on April 14, 2025, 3:05 PM
What you need to know:
- Google has announced that advertisers must obtain a MiCA license and certification to place EU cryptocurrency ads on its platforms.
- The move adds to regulatory pressure as crypto companies prepare to fully implement MiCA.
- Some exchanges, including OKX, Bitpanda and MoonPay, are already MiCA compliant.
Search giant Google announced on Monday that starting April 23, crypto exchanges and software wallets will only be able to advertise in the European Union if they are licensed under the EU's Markets in Cryptoassets Regulation (MiCA).
Google said advertisers must now obtain certification from the company and confirm that they are registered as crypto asset service providers (CASPs) under MiCA. The company also requires advertisers to comply with any additional country-specific legal obligations.
The MiCA law, which covers all 27 EU member states, represents a shift away from the disparate national licensing systems that currently regulate cryptocurrency advertising in some regions.
For crypto platforms already advertising in France, Germany, and Finland under local regulations, Google has granted a temporary reprieve. These national licenses will be valid until mid-to-late 2025, which is in line with the MiCA transition period in each country.
The tech giant noted that accounts will not be immediately suspended for non-compliance. Instead, they will issue a warning of at least seven days before any enforcement action.
Currently, several cryptocurrency exchanges, including OKX, Crypto.com, Bitpanda, Boerse Stuttgart Digital, eToro and others, have already received a MiCA license.
