Google to Enforce MiCA-Compliant Crypto Advertising in EU Starting April 2025
Google will limit cryptocurrency-related advertising in the European Union to companies holding a license under the EU’s Markets in Crypto-Assets (MiCA) framework starting April 23, 2025. Advertisers must be recognized as Crypto-Asset Service Providers (CASP) adhering to both local and regional MiCA requirements. MiCA’s progressive implementation commenced in April 2023, with full enforcement for CASPs by December 2024. Exceptions include temporary transition periods for Finland, France, and Germany, which can continue advertising under national licenses until the end of December 2025 or later. Major exchanges, such as OKX and Crypto.com, have already secured MiCA licenses, indicating a trend towards more regulated and compliant advertising practices. Google will issue warnings before account suspensions for policy violations, reflecting a shift towards stricter advertising regulations in the digital asset sector. Alphabet Inc., Google’s parent company, is simultaneously increasing its involvement in crypto through AI growth and blockchain investments.
Neutral
The enforcement of MiCA for crypto advertisements in the EU by Google suggests a move towards a more regulated environment, which ideally supports sustained market stability. While this news points to potential increased compliance costs and operational adjustments for some companies, it also offers a structured framework that might attract more traditional investors, leading overall to a balanced market reaction. There is no immediate bullish impact expected on crypto prices as a result of this news, which suggests a generally neutral stance in the short-term. Long-term, the structured regulatory environment could prove beneficial by potentially reducing volatility as the markets mature.