The tech giant Google has announced that, starting April 23, only cryptocurrency exchanges and software wallets that possess a license under the EU’s Markets in Crypto-Assets (MiCA) regulation will be permitted to advertise within the European Union.
Advertisers will now be required to obtain a certification from Google and prove they are registered as a Crypto-Asset Service Provider (CASP) in accordance with MiCA. Additionally, compliance with other legal mandates specific to each country will be mandatory.
MiCA encompasses all 27 EU countries, indicating a transition from the diverse national licensing frameworks currently governing cryptocurrency advertisements in certain areas.
For crypto platforms already running ads in France, Germany, and Finland under existing local regulations, Google has implemented a temporary extension. These existing national licenses will remain valid until mid-to-late 2025, coinciding with the transition period of MiCA for each respective country.
The company specified that accounts will not be immediately suspended for failing to comply. Instead, it will provide a warning at least a week prior to any enforcement measures.
Several cryptocurrency exchanges have already secured a MiCA license, including OKX, Crypto.com, Bitpanda, Boerse Stuttgart Digital, and eToro, among others.