Google has announced a significant policy change for crypto advertisements targeting the United Kingdom, requiring advertisers to register with the Financial Conduct Authority (FCA) before promoting digital asset exchanges and wallets. The updated policy, which comes into effect on January 15, 2025, is part of Google’s broader effort to align with local regulations and promote responsible advertising practices in the crypto space.
The tech giant stated that it will only permit FCA-registered advertisers to promote crypto exchange services and software wallets in the UK. Additionally, advertisements for hardware wallets, which store private keys for cryptocurrencies and non-fungible tokens (NFTs), will also be allowed but with restrictions. These devices must not offer additional services such as buying, selling, or trading digital assets.
Local Compliance Takes Center Stage
Google stated the importance of adhering to local laws, reminding advertisers to comply with the financial regulations of jurisdictions where their ads will appear. “This policy will apply globally to all accounts that advertise these financial products,” the company clarified.
The move reflects a growing trend among regulators worldwide to address concerns over crypto-related advertising. By enforcing stricter requirements, Google aims to mitigate the risks associated with misleading or unregulated promotions.
The FCA has been actively monitoring unauthorized crypto promotions in the UK. On December 16, it issued a warning about a Solana-based memecoin and NFT project called “Retardio,” flagging the firm’s lack of registration. The FCA cautioned consumers that engaging with unregistered entities could leave them vulnerable to financial losses, especially if such companies go out of business.
Global Crackdown on Crypto Advertising
The UK is not alone in tightening oversight of crypto promotions. Nigeria’s Securities and Exchange Commission (SEC) recently introduced its own measures, requiring virtual asset service providers and influencers to obtain approval before marketing crypto products. This global regulatory shift highlights the increasing scrutiny faced by the digital asset industry as authorities work to safeguard consumers.
Google’s new policy serves as a critical reminder for advertisers to stay ahead of compliance requirements. As the January 2025 deadline approaches, crypto firms targeting UK audiences will need to ensure their operations meet FCA standards.
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