Google will begin to apply more stringent advertising policies for cryptocurrency services in Europe as part of the markets in Crypto-Wessts (MICA) assets, the company said in a recent update of policies.
This decision could be a “double -edged sword” for the regulations which could prevent the initial fraud of the supply of coins (ICO), but risks pursuing the gaps in matters of application, according to the legal advisers.
From April 23, cryptocurrency exchanges and cryptographic portfolio advertisement in Europe must be authorized within the framework of European Mica or within the framework of the Regulation on Cryptographic Active Services (CASP).
Cryptographic advertisers on Google will also have to comply with “local legal requirements”, including “restrictions or requirements at the national level beyond the mica” and be “certified by Google”, according to a Google policy on March 24.
The new advertising policy will apply to most European countries, notably Austria, Belgium, Bulgaria, Croatia, Cyprus, the Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Sweden Letviie.
Policy violations “will not lead to immediate account suspensions”, because a warning will be issued at least seven days before any account suspensions, added Google’s policy update.
The change of policy follows the implementation of the Mica framework in December 2024, which introduced the first complete regulatory structure for digital assets of the European Union.
In relation: EU Mica rules pose “systemic” banking risks for stablescoins – CEO of TETHER
Google’s policy is considered a double -edged sword
The new advertising requirements for Google cryptography present a “double -edged sword” for the regulation of cryptography, according to the Hon NG, legal director of Bitget.
“On the one hand, they improve investor protection by filtering unregulated players,” he told Cointtelegraph.
“The strict requirements of LMA / CFT and transparency of the framework of the MICA frame create a safer ecosystem, reducing scams such as ICO fraud which tormented industry before 2023,” he said.
However, NG warned that politics could be “too restrictive” without flexible implementation, especially since the transition periods for national licenses vary from one jurisdiction to another.
Given that Google’s transition period for national licenses varies according to the country, this can create “temporary gaps in the application” and even greater challenges concerning compliance costs, said NG, adding:
“Smaller exchanges can find it difficult for the capital requirements of Mica (15,000 to 150,000 euros) or the bureaucratic obstacle of the double certification (Google and local regulators). These measures are a positive positive for confidence but need flexibility to avoid stifling innovation. ”
In relation: Most EU banks do not meet the growing demand for cryptography investors – Survey
Other industry observers do not see this as a fundamental change for Google protection or investors.
Updates can be more oriented towards “the protection of Google from responsibility than to protect the investors themselves”, according to Mattan Erder, lawyer general of the orbs of the decentralized blockchain network.
“Any impact of this change in Google’s policy is downstream of the regulations themselves. If the registration Mica or Casp turns out to be heavy, expensive and accessible to the big players, then the little players will have a lot of difficulty in competing in these jurisdictions,” said Erder Cointelegraph.
https://www.youtube.com/watch?v=Sumyssrjvzm
Review: How the laws on cryptography change around the world in 2025
