Google Tightens Cryptocurrency Advertising Rules in Europe

Starting April 23, Google will implement new regulations for advertising cryptocurrency services in Europe, as announced in the company’s policy update.

Exchanges and wallets must now obtain licenses in accordance with the European regulatory standard MiCA or as CASP.

Advertisers are required to comply with local laws, including national requirements beyond MiCA. Google certification will be necessary to place advertisements.

The policy will affect advertising campaigns in most European countries, including Germany, France, Italy, and Spain.

Google clarified that policy violations will initially result in warnings, with ad blocking occurring no sooner than seven days later.

Bitget’s Head of Legal, Hon Ng, commented to Cointelegraph that the new rules could enhance investor protection by reducing fraudulent schemes.

However, he warned that stringent requirements will pose challenges for smaller companies due to high capital thresholds and compliance costs.

A legal advisor for the blockchain project Orbs believes that meeting the new standards will be a daunting task for smaller market participants, strengthening the position of larger companies.

According to him, the changes are more focused on “protecting Google from liability than on the investors themselves.”

Earlier in April, Binance integrated Google Pay and Apple Pay through a partnership with payment provider Worldpay.