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Google has announced plans to tighten regulations on cryptocurrency asset advertisements in European countries. This initiative aligns with the framework established by the European Union’s MiCA regulation.
Google and Cryptocurrency Advertisements
As of April 23, companies offering cryptocurrency asset services will need to be registered or licensed as a CASP under the MiCA regulation to publish ads on the Google platform. Advertisers are also expected to comply with local regulations in their respective countries.
The MiCA regulation aims to establish a common legal framework for the cryptocurrency market. It enforces stringent standards for issues such as anti-money laundering and the financing of terrorism, seeking to provide a more consistent oversight within the cryptocurrency sector.
In the event of non-compliance with the new regulations, Google will initially send warnings to advertisers, allowing a seven-day period for compliance. After this period, accounts that do not meet the requirements are set to be suspended.
Impact of Regulations on the Sector
The new rules incorporate standards that must be considered during the sector’s regulatory compliance process after the official implementation of MiCA. While the aim is to create a unified set of rules in the cryptocurrency market, national regulations may also impose additional requirements.
Industry representatives have highlighted both advantages and disadvantages of the regulation.
Hon Ng, Legal Officer at Bitget: “The new rule will help eliminate unlicensed actors while enhancing investor protection; however, it may impose additional costs on smaller ventures.”
Mattan Erder, Legal Advisor at Orbs: “The primary goal of the updates is to shield Google from legal risks, while the difficulty of obtaining MiCA or CASP certification will determine the actual impact.”
Small-scale startups may encounter challenges with the capital requirements ranging from 15,000 to 150,000 Euros set under MiCA, which could affect their innovation processes in the market.
Google has previously showcased its collaborations with different projects in the cryptocurrency sector.
While the new regulation aims to reduce legal risks in the sector, it highlights the compliance process for both large and small players. The implementation is evaluated for its potential impact on investor protection and competitive conditions in international markets.
