Updates to Cryptocurrency Advertising Policy in the EU (April 2025)

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Effective April 23, 2025, Google is updating its Cryptocurrencies and related products policy for advertising Cryptocurrency Exchanges, Software Wallets,  and Hardware Wallets in the European Union (EU).

Scope

This policy applies to the following EU countries: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxemburg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden

Requirements

To advertise Cryptocurrency Exchanges and Software Wallets in the EU, advertisers must:

• Be licensed as a Crypto-Asset Service Provider (CASP) under the Markets in Crypto-Assets (MiCA) regulation by a relevant national competent authority.
• Comply with all other local legal requirements, including any national-level restrictions or requirements beyond MiCA.
• Be certified by Google.

To advertise hardware wallets, advertisers must ensure that the promoted devices are designed solely to hold the private keys of cryptocurrencies, NFTs, or other crypto-based assets and do not offer additional services such as purchasing, selling, exchanging, or trading assets. Furthermore, advertisers promoting hardware wallets must comply with all other local legal requirements and must also be certified by Google.

Transition Period for Country-Based Licenses

In Finland, France, and Germany, where Google currently accepts country-based licenses for advertising Cryptocurrency Exchanges and Software Wallets, these licenses will be recognized during the transitional periods established by each Member State in accordance with Article 143(3) of Regulation (EU) 2023/1114 (MiCA). Specifically:

• Finland: Until June 30, 2025.
• France: Until June 30, 2026.
• Germany: Until December 30, 2025.

Advertisers holding valid country-based licenses in these countries may continue to advertise their crypto services until these specified deadlines. 

Important: After these transition periods, only MiCA licenses will be accepted for advertising crypto services in the EU. 

This transition period is designed to provide existing advertisers with sufficient time to align their operations with the new MiCA rules and to obtain the necessary MiCA licenses.

Enforcement

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, before any suspension of your account.

(Posted March 24, 2025)