Update to Financial products and services policy (June 2021)

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In August 2021, Google will update the Financial products and services policy to clarify the scope and requirements to allow the advertisement of cryptocurrency related business and services. 

From 3 August, advertisers offering Cryptocurrency Exchanges and Wallets targeting the United States may advertise those products and services when they meet the following requirements and are certified by Google. To be certified by Google, advertisers will need to:

  • Be duly registered with
    • (a) FinCEN as a Money Services Business and with at least one state as a money transmitter; or 
    • (b) a federal or state chartered bank entity. 
  • Comply with relevant legal requirements, including any local legal requirements, whether at a state or federal level.
  • Ensure that their ads and landing pages comply with all Google Ads policies

All prior Cryptocurrency Exchange certifications will be revoked on 3 August 2021.  Advertisers must request new Cryptocurrency Exchanges and Wallets certification with Google when the application form is published on 8 July 2021.

The following is not allowed:

 Ads for initial coin offerings, DeFi trading protocols or otherwise promoting the purchase, sale or trade of cryptocurrencies or related products

  • Examples (non-exhaustive): ICO pre-sales or public offerings, cryptocurrency loans, initial DEX offerings, token liquidity pools, celebrity cryptocurrency endorsements, unhosted wallets, unregulated DApps

 Ad destinations that aggregate or compare issuers of cryptocurrencies or related products

  • Examples (non-exhaustive): Cryptocurrency trading signals, cryptocurrency investment advice, aggregators or affiliate sites containing related content or broker reviews

As a reminder, we expect all advertisers to comply with the local laws for any area that their ads target. This policy will apply globally to all accounts that advertise these financial products. For more details, see About restricted financial products certification.

(Posted June 2021)

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