Advertisers must also comply with national-level legal requirements and be certified by Google, according to the March 24 update.

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The change applies to most EU nations and aligns with the EU’s MiCA regulation — the bloc’s first comprehensive regulatory framework for digital assets, introduced in December 2024.

A New Era for Crypto Advertising in Europe!

This policy aims to filter out unregulated actors, enhancing investor protection, but also raises concerns about compliance costs and accessibility for smaller exchanges.

Legal experts like Bitget’s Hon Ng believe the move could both strengthen trust and hinder innovation:

“These are net positives for the market, but they must be applied flexibly to avoid suffocating competition.”

Critics Question Google’s Intentions

Mattan Erder of Orbs argues the change primarily protects Google’s legal liability, not investors. He warns that MiCA or CASP compliance could be “burdensome and expensive,” leaving smaller crypto players behind.

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