Subject to other conditions, starting from January 1, 2024, Google allows the advertising of investment products related to cryptocurrencies, including exchange-traded funds (ETFs). The company has updated its cryptocurrency advertising policy, opening up new opportunities for advertisers as of January 29, 2024.

In September, Google also allowed the advertising of games using blockchain and non-fungible tokens (NFTs). Advertising games where players can purchase in-game items such as virtual clothing for characters or weapons was permitted. At the same time, advertising games where bets are made in NFTs with the possibility of winning real assets, such as other tokens, remains prohibited.

In late October, Google Trends analytics service registered the highest number of queries for the keyword "spot bitcoin ETF" in international Google searches, indicating a significant interest from ordinary users in this topic.

Several major institutional players have already filed applications for the creation of Bitcoin ETFs. The launch of such investment products is seen by the crypto community as a potential catalyst for a new bull cycle in the market. Bloomberg Intelligence analysts previously estimated the probability of SEC approval of ETFs in early January 2024 at 90%.