Google will replace its cryptocurrency commercial insurance policies within the European Union (EU) to align with the bloc’s MiCA rules later this month. The EU emerged as one of many world’s first areas to introduce rules that govern the digital belongings, and its Markets in Crypto-Assets (MiCA) guidelines went into impact in December 2024. Google’s up to date insurance policies element the dos and don’ts across the promoting of crypto merchandise, which can be nonetheless largely unregulated on the world degree and often affected by market volatility.
The firm up to date its Cryptocurrency Advertising Policy final month, stating that solely MiCA-registered crypto exchanges and wallets shall be allowed to promote their companies and choices by way of the search engine big. The new coverage goes into impact beginning April 23.
The EU’s MiCA rules went into impact on December 30, 2024. These guidelines allow crypto companies with licences in any one of many EU nations to function throughout the area with out having to undergo the licensing course of in different EU international locations, in addition to Iceland, Norway, and Liechtenstein.
“To advertise cryptocurrency exchanges and software wallets in the EU, advertisers must be licensed as a Crypto-Asset Service Provider (CASP) under the MiCA regulation by a relevant national competent authority and comply with all other local legal requirements, including any national-level restrictions or requirements beyond MiCA.”
As per Google’s new policy, advertisers will need a licence as a Crypto-Asset Service Provider (CASP) to comply with the MiCA regulation, according to the support document. Advertisers must adhere to all other applicable local legal requirements, including national-level restrictions or stipulations beyond the scope of MiCA.
The same mandate will apply to the promotion of blockchain-based games that let players engage with non-fungible tokens (NFTs).
Crypto exchanges, wallet service providers, and blockchain game publishers also need to be certified by Google in order to be able to run ads, the announcement noted.
The search engine giant has finalised different compliance deadlines for crypto firms licensed in different EU nations. While Finland-based firms have until June 30 to adhere to Google’s ad policy upgrades, the deadline for French companies is June 30, 2026.
“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,” the company said in the document.
Google, on identifying compliance lapses, will notify the concerned crypto firms seven days before initiating a suspension action.
The EU’s Post-MiCA Outlook on Crypto
The MiCA laws comprehensively cover preventative and risk mitigation steps linked to crypto-based activities like insider dealing, unlawful disclosure of inside information, and market manipulation. The EU wants to allow the sector to grow but reduce the financial risks crypto assets could pose to the investor community and the national financial stability.
Despite such detailed regulations, European authorities are not entirely convinced that crypto services are safe. Earlier this month, a senior official of the European Securities and Markets Authority (ESMA) said that despite the MiCA regulations, there is no such thing as a safe crypto asset.
In February, the ESMA also proposed staff assessment guidelines for crypto firms under the MiCA regulations to ensure that only well-informed personnel work with investors.
Owing to the EU’s regulatory clarity, several crypto firms like BitPanda, OKX, and Crypto.com amongst others have rushed to amass MiCA licences to increase companies within the EU.
