- Google’s updated EU crypto guidelines mandate MiCA compliance and certification, raising costs for smaller projects seeking European growth.
- Bigger crypto firms could benefit from tighter advertising conditions, while minor players struggle with regulatory and financial burdens.
Google will soon require cryptocurrency promoters in the European Union to comply with the region’s MiCA regulations and secure specialized certification from the search giant. This change, planned for late April, aims to boost investor protection and reshape how crypto businesses advertise online.
Under the new guidelines, crypto exchanges and wallet providers must confirm their alignment with MiCA, then complete Google’s certification procedures before running any campaigns in the EU. Industry participants suggest that large companies may find it easier to meet these conditions due to established compliance resources. Smaller operators, however, might struggle to handle the added costs, which could range from €15,000 to €150,000, based on estimates provided by Hon Ng, Bitget’s legal officer.
ETHNews predict short-term market turbulence as firms adjust. Google has previously introduced similar restrictions for crypto advertising, creating brief disruptions in 2018 and 2021. During those periods, regulatory changes prompted volatility and rearranged advertising strategies.
Commenting on the situation, Mattan Erder of Orbs noted the new standards could challenge smaller businesses. Firms lacking robust legal or financial frameworks may decide to reduce operations or withdraw from certain markets. Larger entities could gain a stronger foothold if their competitors drop away.
Investors and project teams alike are monitoring how this requirement might affect cost structures and promotional plans. Those aiming to continue advertising must confirm their adherence to MiCA and finalize Google’s certification process in advance of the enforcement deadline.
