Beginning in mid-April, cryptocurrency exchanges and wallet providers will need to comply with MiCA regulations to promote their services on Google in the European Union.
Google is revising its advertising policies concerning crypto services in the European Union, necessitating that businesses adhere to the Markets in Crypto-Assets framework. As of April 23, companies aiming to advertise crypto exchanges and software wallets on Google within the EU must secure licensing as a Crypto-Asset Service Provider from the appropriate national authority, according to an official announcement.
This updated regulation will apply across 30 countries, including Germany, France, Italy, and Spain. Beyond MiCA licensing, Google stated that advertisers must also abide by all other local legal requirements, including any additional national restrictions or mandates beyond MiCA, and receive certification from Google.
Certain countries will have a grace period where existing licenses will still be valid. For example, in Finland, France, and Germany, where Google now accepts country-specific licenses for advertising crypto exchanges and software wallets, these will remain valid during the transition phases, as noted by the tech giant.
The duration of the transition period will differ by country. In Finland, it will extend until June 30, while in Germany, it will be valid until December 30. After the respective deadlines, only MiCA licenses will be recognized, as specified in the announcement. Google stated it would issue warnings to advertisers prior to taking any actions on violations.