Google Tightens Rules on Crypto Ads Across the EU

It’s been a wild ride. First the drama, then the silence, then the awkward flirtation—and now, Google and crypto are almost going official.

Recap of Season One

n 2018, Google called BS on the entire crypto ad scene. Too much hype, too many rug pulls. Boom: blanket ban. No ICOs, no wallets, no “make a million by doing nothing” promises. Just silence.

But while the algorithm slept, the market matured.

The scams grew rarer—and more discreet. Meanwhile, legislative efforts in multiple countries began to reel the crypto space into clearer legal boundaries.

Google took notice of the industry's growing sophistication and responded by loosening the reins:

• In 2021, it began allowing ads for blockchain games.
• By 2024, U.S.-based crypto trusts were permitted to advertise.

Сheck this out: Bitcoin in Las Vegas: The Evolution of Crypto Advertising

So, Where Are We Now?

Google’s new crypto ad policy hits the EU on April 23, 2025, and the shift is clear: the tech giant has tightened the rules significantly.

Here’s what crypto advertisers in the European Union now need to do:

• Secure a CASP license under the MiCA regulation—Europe’s latest attempt to bring crypto under a single, civilised legal umbrella (at least on paper).
• Meet country-specific requirements, since ad regulations still vary widely from one EU state to another.

Complete Google’s in-house certification process to unlock advertising access.

Some jurisdictions benefit from transitional carve-outs:

• Finland: existing licenses valid through June 30, 2025;
• Germany: transition window extends to December 31, 2025;
• France: exemptions allowed until summer 2026.

But when the clock runs out, the rules change for everyone. From that point on, only the MiCA-compliant will remain in play.

Advertisers who attempt to bypass the new formalities won’t go unnoticed. Google will issue a 7-day warning before taking action.

After that, enforcement will be swift—and strict. Non-compliant campaigns will be blocked, as per platform policy.

Related: Bitwise Elevates Bitcoin ETF Advertising to an Aristocratic Level

Can Crypto Ads Belong to a Truly Free Market?

In seven years, Google has shifted from outright bans to a system that welcomes only licensed and rule-abiding crypto advertisers.

This isn’t a fairy tale marketplace anymore. The age of speculative dreams and deceptive promises is giving way to one of oversight—where trusted platforms act as regulators, ensuring that predators don’t prey on unsuspecting users.

It’s a necessary evolution—and a responsible one.

The age of “3000% APY” and NFT vaporware is fading. With less noise and more trust, real builders finally have room to breathe—and to reach real audiences.

Google? It’s no longer just flagging the bad actors. It’s guarding the gates. No docs, no deals.

Of course, crypto media and YouTubers scraping by on ad revenue might not be cheering. For them, trust might mean tighter budgets.

Read on: Expert Tips for Avoiding Scams and Phishing Attacks