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Effective 23 April 2025, Google is updating its Cryptocurrencies and related products policy for advertising Cryptocurrency Exchanges and Software 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, Software Wallets, and Hardware 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.
Transition Period for Country-Based Licences
In Finland, France and Germany, where Google currently accepts country-based licences for advertising Cryptocurrency Exchanges and Software Wallets, these licences will be recognised during the transitional periods established by each Member State in accordance with Article 143(3) of Regulation (EU) 2023/1114 (MiCA). specifically:
- Finland: Until 30 June 2025.
- France: Until 30 June 2026.
- Germany: Until 30 December 2025.
Advertisers holding valid country-based licences in these countries may continue to advertise their crypto services until these specified deadlines.
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 licences.
Enforcement
Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued at least seven days before any suspension of your account.
(Posted 24 March 2025)