Google’s Crypto Ad Policy to Sync With EU’s MiCA Framework

Google is tightening its grip on crypto ads in Europe. Starting April 23, 2025, the tech giant will only allow cryptocurrency promotions that meet MiCA regulations—the European Union’s strict new framework for digital assets. That means exchanges, wallet providers, and crypto platforms will need to hold proper licenses and play by MiCA’s rulebook if they want visibility across Google’s massive ad network.

MiCA Compliance Could Raise Barriers for Small Crypto Firms

The licensing requirements under MiCA are steep—€15,000 to €150,000, depending on the entity. For smaller crypto startups, this could mean the difference between operating and folding. While larger exchanges might welcome the regulatory clarity, smaller projects could be squeezed out due to high costs and complicated compliance hurdles.

“These measures enhance investor protection but might be overly restrictive without flexible implementations, potentially stifling smaller players,” said Hon Ng, Chief Legal Officer at Bitget.

Regulatory Clarity vs. Innovation Risk

Analysts suggest this move could usher in market consolidation, where well-funded players dominate, and newer entrants struggle to gain footing. Historically, similar regulations in traditional finance have favored incumbents and led to reduced market diversity. MiCA could follow the same trajectory, especially if implemented without flexibility for up-and-coming platforms.