8:00 ▪ ▪
3
min at reading ▪
From April 23, 2025, Google will use new strict rules in terms of crypt advertising in Europe, in accordance with the recently implemented control frame (markets in crypts). This decision announced in the update of Policy on March 24 is the main turning point for platforms that want to promote services related to cryptocurrencies in the search engine.
Crypto advertising: supervision of mica in Europe
As of April 23, 2025, any advertisement associated with the exchange of cryptocurrencies or cryptocurrencies must necessarily come from actors properly recorded in the elevation or CASP mode (crypto asset provider). In addition, advertisers will also have to obtain Google certification and meet all local requirements, including additional national rules, outside the scope of the mica.
This policy will apply to almost all countries of the European Union, including France, Germany, Spain, Italy, Belgium or the Netherlands. However, the dates of the application of MICA differ depending on the Member States that could create temporary gaps in the application of the regulations. But also complicate the task of companies that both local authorities and Google are trying to follow.
Google protects itself, more than investors?
According to HON NG, Bitget Legal Director, this decision is a double weapon. This could reduce the fraud associated with ICO due to the requirements of transparency and the fight against money washing, but also the risks of exclusion of the smallest players that prevent administrative difficulties and financial requirements of the mica, estimated between 15,000 and 150,000 euros.
For Mattan Erder, the legal director of the project of the ORBS project, the measure seems to focus on limiting Google’s legal liability more than the direct protection of investors. It recalls that the effects of this policy depend primarily on the efficiency and availability of diet for registration of mica or KASP.
This new Google policy, although consistent with Sica, could have disrupted the crypto advertising environment in Europe. If it supports a safer environment, according to ESM, it is also likely to reduce innovations, especially because Mica does not protect investors so much.
Maximize your Cointribne experience with our “Read to Earn” program! For each article you read, get points and approach exclusive rewards. Sign up now and start to accumulate benefits.
The world is evolving and adaptation is the best weapon that survives in this undulating universe. I am interested in everything about blockchain and its derivatives. To share my experience and promote an area that fascinates me, nothing better than writing informative and relaxed articles simultaneously.
Renunciation
The words and opinions expressed in this article are involved only by their author and should not be considered investment counseling. Do your own research before any investment decision.