Google’s new policy requires FCA registration for UK crypto exchanges and software wallet ads.
All advertisers must obtain Google certification and adhere to local regulations.
Google has updated its financial products and services policy to address cryptocurrency-related advertising in the United Kingdom. Starting January 15, 2025, advertisers must meet strict requirements to promote crypto products on the platform.
The update mandates that UK advertisers offering cryptocurrency exchanges or software wallets must register with the Financial Conduct Authority (FCA). This move aims to align with local regulations and strengthen consumer protection. Advertisers must also comply with any additional legal requirements specific to their target regions.
Google will also allow advertisements for hardware wallets that store private keys for cryptocurrencies, NFTs, or other digital assets. However, these ads must not promote services such as buying, selling, or trading assets. Like all advertisers, hardware wallet providers must adhere to local laws and obtain Google certification.
The company highlighted its global commitment to regulatory compliance. Google clarified that advertisers must understand and comply with local laws in all regions their ads target. These rules will apply globally to all accounts advertising cryptocurrency-related services.
Evolving Crypto Ad Rules
This policy update follows Google’s history of evolving crypto ad rules. In 2018, the platform banned all crypto-related ads due to concerns over scams. The ban eased in 2021, allowing regulated crypto exchanges and wallet providers to advertise under specific conditions.
The latest change coincides with increased regulatory scrutiny worldwide. The FCA recently issued a warning about unauthorized promotions targeting UK customers, such as the Solana-based memecoin “Retardio.” Similarly, Nigeria’s SEC tightened crypto advertising regulations, requiring virtual asset providers to seek approval before promoting their services.
By enforcing FCA registration, Google aims to ensure greater accountability among crypto advertisers. These measures align with ongoing global efforts to protect users and reduce fraudulent activities in the crypto market.
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