Crypto Ads Face New EU Crackdown: Here’s How to Stay Ahead
If you’re in the crypto space and hoping to advertise across Europe, it’s time to sit up and pay attention. Google just dropped a major update that could shake up how crypto projects market themselves in the EU, and it’s not just a small policy tweak. It’s a signal that the rules of the game are changing fast.
Starting on April 23, any company wanting to promote crypto exchanges or software wallets on Google in the European Union must be fully MiCA-compliant. That means you’ll need to be officially licensed as a Crypto-Asset Service Provider (CASP) under the EU’s Markets in Crypto-Assets (MiCA) regulation and recognised by a relevant national authority. No license, no ads. As simple as that.
And this isn’t just a blanket rule. Google has made it clear that advertisers must also follow local laws in each EU country, meaning your compliance checklist just got longer. Countries like France, Germany, and Finland are getting transition periods where existing national licenses will still be accepted temporarily, but those windows are already ticking down. In Finland, for example, the grace period ends June 30, and Germany has until December 30. After that, only MiCA licenses will be valid.
So what does this mean for UK-based crypto marketers and startups?
Well, the UK may not be in the EU anymore, but Europe is still a huge market, especially for crypto. Whether you’re launching a new meme coin, rolling out a staking platform, or trying to push a DeFi wallet, your strategy has to adapt. The days of running blanket ad campaigns across borders are coming to an end. The new landscape demands a geo-targeted, regulation-savvy crypto marketing strategy.
And crypto marketing isn’t just any marketing. You can’t just slap together a flashy promo and hope it sticks. With Google enforcing stricter ad requirements, crypto companies need to focus on localised, compliant messaging tailored to each EU jurisdiction. That means understanding the MiCA framework, working with regional experts, and, most importantly, building trust.
Marketing teams now face the challenge of threading the needle that requires delivering exciting, compelling content that draws in investors while navigating a growing maze of regulations. It’s not enough to just be compliant; you have to look compliant too. Messaging, language, and even visuals may need to be reviewed to avoid being flagged or pulled down.
If you’re serious about growth in Europe, you’ll need a marketing strategy that’s both creative and compliant. And for UK-based firms looking to expand across the Channel, this is a perfect time to reassess your approach. Do you have the licensing? Are your ad campaigns tailored to local laws? Have you mapped out what countries to target and how?
Google’s update is a warning shot that crypto marketing is entering a new era, and playing by the rules isn’t optional anymore. It’s your move.