Google has announced an update to its crypto advertising policy, which will require advertisers promoting crypto products and services in the UK to be approved by the Financial Conduct Authority (FCA) from January 2025. This move is intended to enhance consumer protection and prevent misleading or deceptive promotions in the rapidly growing cryptocurrency industry. Advertisers will need to demonstrate compliance with the FCA's regulations and meet certain eligibility criteria to obtain approval. Hardware wallets, which solely store private keys and do not facilitate transactions, are exempt from FCA approval requirements. This policy update aligns with the FCA's broader efforts to regulate the crypto asset market and ensure responsible innovation. It is expected to have a significant impact on crypto marketing practices in the UK, as advertisers will need to adapt their strategies to comply with the new regulations.