Google to Enforce MiCA-Compliant Crypto Ads in Europe Starting April 2025

Starting April 23, 2025, Google will implement advertising standards aligned with the European Union’s Markets in Crypto-Assets Regulation (MiCA), significantly impacting the crypto market across the EU. According to Solid Intel, the new rules will specifically target cryptocurrency exchanges and digital wallet providers, which will be required to obtain licenses in order to run advertising campaigns through Google Ads.

MiCA enforces strict compliance requirements, and the associated licensing costs—estimated between €15,000 and €150,000 per license—could reduce competitiveness among smaller players. As a result, the market may consolidate further around large, well-funded companies, potentially affecting decentralization and innovation.

For investors, Google’s alignment with MiCA signals a safer and more regulated environment, but also raises concerns about reduced access to emerging opportunities. Amid growing global regulatory efforts, this move reflects a broader trend of integrating crypto into the traditional financial landscape, with direct implications for risk assessment and return potential.