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Homepage > News > Business > Google restricts digital asset ads in EU to MiCA-licensed firms Starting April 23, Google (NASDAQ: GOOGL) will apply new rules regarding digital asset advertising in the European Union, restricting promotions to licensed digital asset firms in accordance with the EU’s recently implemented Markets in Crypto-Assets (MiCA) regulation. According to a March 25 policy update, Google announced that those wishing to advertise digital asset exchanges and software wallets in the EU would soon need to be licensed as a Crypto-Asset Service Provider (CASP) under MiCA regulation by a “relevant national competent authority”; compliant with all other local legal requirements, including any national-level restrictions or requirements beyond MiCA; and certified by Google. MiCA is the landmark digital asset regulatory framework passed by the EU in April 2023, bringing a host of new rules tailored to the sector. The framework was designed to come into force gradually, with the rules relating to stablecoins taking effect in June 2024, followed by the remaining rules related to Crypto-Asset Service Providers (CASPs) coming into force in December last year. Per the new rules, all advertising related to digital asset exchanges or wallets must originate from entities registered under the MiCA or CASP regime. In addition, advertisers will need to meet all “local requirements,” including additional national rules, beyond the MiCA framework. This policy will apply to nearly all countries in the EU, including 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. After the rules officially came into effect last December, EU member states were given a grace period before they must begin to implement and enforce them. The timelines vary, with most countries given until April 23, while certain countries,…

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Filed under: News - @ April 17, 2025 11:25 am