Google Drops the Hammer: Crypto Ads in EU Must Be MiCA-Compliant by Mid-April!

New Rules Shake Up Crypto Advertising Game

Hold onto your hats, crypto fans! Starting mid-April, if you want to splash your crypto exchange or wallet ads across Google in the EU, you better be MiCA-compliant. No ifs, ands, or buts about it!

Google's Iron Fist on Crypto Ads

Google's not messing around with its new ad policy in the European Union. From April 23, if you're dreaming of pushing your crypto exchanges and software wallets on Google's turf in the EU, you gotta snag a Crypto-Asset Service Provider license under the Markets in Crypto-Assets regulation. And not just any license, but one blessed by a "relevant national competent authority," according to the big G's official decree.

30 Countries, One Big Rulebook

This new sheriff in town, aka Google's updated policy, is riding across 30 countries, hitting the likes of Germany, France, Italy, and Spain. But wait, there's more! Not only do you need that shiny MiCA license, but you also gotta play nice with "all other local legal requirements, including any national-level restrictions or requirements beyond MiCA" and get "certified by Google." Talk about jumping through hoops!

Transition Periods: A Temporary Lifeline

But fear not, some countries are getting a breather. In places like Finland, France, and Germany, where Google's currently cool with country-based licenses for crypto ads, those will still fly during the transition periods, says the search giant. It's like a temporary lifeline before the big switch.

Deadlines and Warnings: The Clock is Ticking

But don't get too comfy. The transition periods are a ticking time bomb. Finland's got until June 30, while Germany's deadline is December 30. After that, it's MiCA licenses or bust. And Google's not playing games - they'll give you a heads-up before cracking down on any rule-breakers. So, get ready, crypto world, the countdown is on!