Google is set to enforce stricter advertising rules for cryptocurrency services across the European Union, aligning with the region’s incoming Markets in Crypto-Assets (MiCA) regulation. 

Starting April 23, 2025, advertisers promoting cryptocurrency exchanges and software wallets in the EU must be licensed as Crypto-Asset Service Providers (CASPs) under MiCA and certified by Google.

This update marks a significant shift in how crypto companies can market their services across EU member states, including major markets like France, Germany, and Italy. 

In addition to securing a MiCA license, advertisers will need to comply with all other national regulations and meet Google’s advertising standards.

For now, Google will continue to accept existing country-level licenses in France, Germany, and Finland during the transition period. Advertisers in Finland may continue operating under their current licenses until June 30, 2025. 

Germany will retain its grace period until December 30, while France receives the longest extension, allowing local licenses until June 30, 2026. After these dates, only MiCA licenses will be recognized.

Google has confirmed that enforcement will be gradual. Accounts in violation of the updated policy will not be suspended without notice. Instead, a warning will be issued at least seven days before any potential account suspension, giving advertisers time to comply.

The update reflects Google’s attempt to align its global policies with rapidly evolving regulatory frameworks and ensure a more transparent crypto-advertising environment. 

As MiCA begins to reshape digital asset oversight across the EU, Google’s move signals the growing importance of regulatory compliance in the crypto marketing space.