Key notes
- Google established a deadline of April 23 for Mica compliance in cryptographic advertising.
- Advertisers must register under Mica as Casp and follow the national rules stipulated under Mica.
- Legal experts raise concerns about cost and access to small cryptography companies.
Google is expected to introduce stricter advertising policies for cryptographic companies and related services across Europe.
The change is aligned with the regulations on the markets of the European Union (MICA), which aims to introduce digital assets in a single regulatory framework.
Cryptographic advertisements are now faced with stricter rules in Europe
Google tightens its rules for cryptographic advertising across Europe. From April 23, companies promoting crypto exchanges and portfolios on the Google platform must be under license.
According to the new policy, this will require a registration under the Mica regulation or as an cryptographic asset service provider (CASP). In its update of March 24, Google also noted that advertisers must comply with the specific legal requirements of each country, which can go beyond the Mica frame.
The rule will apply in most countries of the European Union, including Germany, France, Italy, Spain, Sweden and 21 others. Politics will not lead to instant sanctions for offenders. Instead, Google will issue a warning seven days before suspending the account of an advertiser.
It is important to add that these changes come after the official deployment of the Mica regulation in December 2024. Based on the general perception, mica was created to provide a single set of rules for digital assets through the European Union. The rules establish strict standards for money laundering against money laundering and counter-terrorist funding.
Since the start of its implementation, several cryptographic platforms have worked to correspond to the new rules. In a recent report, Etoro obtained a Cysec Mica license, making it one of the first companies to be approved for EU Crypto trade.
Industry reactions to compliance costs and obstacles
The Hon NG, the legal director of Crypto Exchange Bitget, described the policy a double -edged sword. He said that he will filter the actors without license and will improve the protection of investors, but that he can also hang small players.
He noted that many small businesses may find it difficult to meet the capital requirements of Mica, which vary between 15,000 and 150,000 € depending on the service. In addition to license costs, companies will need Google certification and national regulators, which has added to the challenges of compliance.
Mattan Erder, legal advisor at Blockchain Network Orbs, stressed that these updates concern Google’s protection against legal risks. He thinks that the real impact will depend on the difficulty of obtaining Mica or Casp certification.
If the rules are too strict or expensive, small businesses can be excluded, leaving only the greatest players on the market. This could limit innovation and competition, especially in countries where licenses at the national level are still being deployed.
Meanwhile, Google has a strong history of engaging with cryptographic companies beyond its announcement service. In a previous update, the besieged mantra protocol launched an RWA accelerator program in collaboration with Google Cloud. Reports show that his blockchain has become an ecosystem of $ 1 billion supported by institutional investors led by the Damac group and Google.
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Benjamin Godfrey is a blockchain enthusiast and a journalist who savor the writing of actual applications for blockchain technology and innovations to stimulate general acceptance and global integration of emerging technology. His desire to educate people on cryptocurrencies inspires his contributions to renowned media and blockchain sites.
