Google’s New EU Policy: A Threat to Small Crypto Businesses?

Recent updates to Google’s advertising policies in the European Union have raised concerns among smaller cryptocurrency firms. The tech giant’s stricter regulations on crypto-related ads may disproportionately affect emerging players in the digital asset space, potentially limiting their ability to reach customers through one of the world’s largest advertising platforms. This development comes as regulatory scrutiny increases across the crypto sector, with many questioning whether these changes will create an uneven playing field favoring established financial institutions over innovative startups. Industry analysts are closely monitoring how these policy adjustments might impact market competition and innovation in the blockchain ecosystem.

• Google enforces EU MiCA crypto ad rules from April 23, requiring licensed firms and clearer disclosures for ads.
• The move aims to boost security and transparency but may burden smaller crypto players with compliance costs.
• Affected EU nations face dual MiCA and national ad regulations; Google will require dual certification for advertisers.

Google will enforce EU MiCA-compliant crypto ad rules across Europe effective from April 23. This means that only registered and licensed crypto firms can run ads. These ads must implement clearer disclosures and follow regional rules. This brings a complete overhaul for crypto advertising in the European Union.

Crypto exchanges and wallets will now have to obtain official licenses. Proponents of this move will ramp up security, build trust, and push toward a more regulated and transparent digital market.

Source: Unsplash

As market observers speculate on the decision, others ponder over the cost-benefit. Some even are calling it a “double-edged sword.” On one hand, it could prevent scams and unregulated projects. But it could drive away small players who can’t afford to meet compliance costs. Additionally, this could also lead to temporary enforcement gaps across jurisdictions.

Many countries, like Italy, France, Germany, Spain, and all other EU member states, would be likely affected. Ads must comply with both MiCA and national regulations. Google will require dual certification for advertisers.

Google’s Regulatory Scrutiny, EU Crypto Ads and South Korea’s Exchange Ban

Industry players like Bitget hailed the move, calling it “a useful step,” but urged more flexibility and less red tape. This is not the first time Google has come under scrutiny from regulators.

In March, South Korea’s Financial Intelligence Unit (FIU) imposed new restrictions on 17 foreign crypto exchanges through Google Play. After the FIU pressure, Google immediately blocked access to the unregistered platforms for domestic users. The action went into effect by March 25, 2025, preventing any installations and updates of specific apps.

As reported by TronWeekly, this was due to violations of the Specific Financial Transaction Information Reporting and Use Act. Under the law, all foreign virtual asset service providers (VASPs) are required to register before operating in South Korea. Buying and selling cryptocurrencies in an exchange that does not comply can result in fines and even criminal penalties.