Google makes the Micar rules binding for its advertising customers in the EU
- Google’s new advertising guideline for crypto ads requires compliance with the microns in the interior of April 23.
- Smaller crypto providers could have problems with the Micar capital and certification requirements of the now stricter advertising terms and conditions.
With effect from April 23, 2025, Google introduces its new crypto display directive for the European Union. It is a reaction to the EU framework that has now been observed “Markets in Crypto Assets Regulation” (Micar).
As part of the change, Google will request from its crypto promotional customers to comply with the Micar regulations. While politics is aiming to protect investors and sorting out unregulated actors, industry experts indicate possible problems of smaller crypto companies.
Stricter rules for crypto advertising
The mica frame that came into force on January 1st is the first comprehensive Regulatory framework for digital assets. Google’s new advertising policy is in line with these regulations and requires that crypto service providers-stock exchanges and wallets-have to have a valid micar license to switch advertising.
This applies to all EU countries. The guideline also states that crypto advertisers must comply with local laws that can vary from country to country.
In some cases, this means additional restrictions or certifications that go beyond the micar itself. Google wants to verify that advertisers meet these standards before their advertisements are activated.
Violations of the guideline do not lead to an immediate blocking of the service, but Google grants the customer for seven days so that they can remedy the situation.
Regulatory flexibility and problems of small companies
While Micar brings more clarity to EU regulation, it is a double-edged sword for the crypto industry, say legal experts. On the one hand, investors will protect the stricter requirements, since only regulated companies can advertise their services.
For example, this is to prevent ICO frauds that plagued the market before 2023. However, some industry observers argue that the new rules are too strict for smaller crypto bonds.
Hon NG, the head of Bitget’s legal department, said that the capital requirements of the Micar – 15,000 to 150,000 euros are a major burden for smaller players; And the process of maintaining both Google and local regulatory certification will not be unexpected for many new companies.
Without flexibility in implementation, these regulations will strangle innovation and competition and leave the market to the larger actors who can afford the costs of compliance with the regulations.
Mattan Erder, chief syndicus of the decentralized blockchain network Orbs, said that the new rules would rather benefit Google than the investors. He said it was not about the protection of consumers, but that Google cannot be held liable by only allowing registered companies to advertise on its platform.
Conformity of the rules in different legal systems: Small companies affected
The mica regulations will lead to a difference in compliance with the regulations in the EU member states. The different national approval periods will create temporary enforcement gaps.
Crypto services in countries with longer transition periods will have difficulty fulfilling Google’s advertising standards in good time and therefore cannot properly market their services.
As a result, politics will create an unequal playing field in which large, established crypto borns that have the resources to cope with complex regulatory processes. Smaller or new stock exchanges will have to deal with capital and bureaucratic requirements and may not be able to advertise their services or operate in the EU.
Some companies such as Xion, a Walletlos blockchain platform, have already taken steps to meet EU regulations, especially Mica. The publication of the Xion Mica White Papers is a big step towards conformity and takes the company to the top to close the gap between Web2 and Web3. Xions conformity with regulatory standards will be a model for other actors that you can follow in the complex European cryptol landscape.
The new Google Directive, which comes into force on April 23, 2025, represents a major change in the way in which cryptocurrency services can market themselves in Europe. While the goal is to ensure compliance with the regulations and consumer protection, the challenges of the different licensing requirements and the high costs for compliance with the regulations will restrict market access for smaller crypto players.
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