• Google will restrict crypto ads in the EU to MiCA-licensed firms starting from the 23rd of April 2025.
• Advertisers must hold MiCA licenses and Google certification to run crypto ads across EU member states.

Google is rolling out a major update to its cryptocurrency advertising policy in the European Union, putting MiCA compliance front and center.

Starting from the 23rd of April, only crypto firms licensed under the EU’s Markets in Crypto-Assets (MiCA) regulation will be allowed to advertise exchanges and wallets.

This regulatory shift raises compliance standards and reshapes how crypto companies engage with EU users.

Crypto ads are changing – why it matters

This move marks a major shift toward regulatory uniformity across the bloc, aligning Google’s ad policies with Europe’s sweeping crypto legislation.

While the move aims to boost user protection and legitimize crypto services, it also raises the entry barrier for advertisers — especially smaller firms or those operating under older national licenses.

For crypto marketers, compliance has become the price of visibility in one of the world’s most heavily regulated markets.

Who’s affected and what MiCA compliance means

The policy covers all 27 EU member states, including Germany, France, Italy, Spain, and the Netherlands. MiCA is the EU’s first unified crypto regulation, designed to standardize rules across the region.

Advertisers must register as Crypto-Asset Service Providers (CASPs) and comply with local legal requirements. Additionally, they must obtain Google certification to run ads.

This move establishes a global precedent for how tech platforms may enforce crypto advertising regulations.

Transition deadlines, enforcement, and what comes next

Advertisers in Finland, France, and Germany have temporary flexibility, as country-based licenses remain valid during transition periods. 

These deadlines are the 30th of June 2025 for Finland, the 30th of June 2026 for France, and the 30th of December 2025 for Germany. After these dates, MiCA licenses will become mandatory.

Non-compliant advertisers won’t face immediate suspension. However, Google will issue at least a 7-day warning before taking enforcement actions.

For firms relying on transitional provisions, time is running out. More broadly, Google’s alignment with MiCA may set a precedent for other tech platforms and regions, leading to stricter global ad regulations.