Starting April 23, 2025, Google will implement new strict rules for advertising in the crypto sector in accordance with the MiCA regulation.
Requirements for Crypto Service Advertising
According to the new rules, all advertisements related to cryptocurrency exchanges or wallets must originate from companies registered under the MiCA or CASP (Crypto Asset Service Provider) regimes. Advertisers will also need to obtain Google certification and meet all local requirements, including additional national rules.
Experts' Opinions on the New Rules
Hon Ng, legal director of Bitget, believes that these measures may reduce fraud related to ICOs due to transparency and anti-money laundering requirements. However, there is a risk of excluding smaller companies that may face administrative and financial burdens stemming from MiCA, estimated between 15,000 and 150,000 euros. Mattan Erder, legal director of the Orbs project, notes that this measure primarily aims to limit Google's legal liability rather than directly protect investors. The effectiveness of this policy will depend on the functionality and accessibility of the MiCA or CASP registration regimes.
Impact on the Crypto Advertising Market
Google's new policy, while aligned with MiCA, could significantly change the crypto advertising landscape in Europe. While it aims to create a safer environment, such measures may hinder innovation, especially since MiCA, according to ESMA, does not significantly protect investors.
The tightening of Google's rules regarding crypto advertising in Europe reflects an effort to increase transparency; however, it also jeopardizes smaller companies and innovation in the sector.
