Google is updating its crypto ads policy, requiring stricter adherence to UK regulations. Starting January 15, 2025, UK crypto advertisers, including exchanges and software wallet providers, must be registered with the Financial Conduct Authority (FCA) to advertise on the platform.
However, the policy differentiates between software and hardware wallets. Ads for hardware wallets are permissible without FCA registration if they are solely used for storing private keys and do not facilitate trading or exchange services.
Despite this exception, all crypto advertisers must obtain Google certification and comply with relevant regulations in their target markets.
Google’s journey with crypto advertising has been marked by a series of policy adjustments. Initially, in 2018, all crypto-related ads were banned due to concerns about widespread scams and market volatility. This blanket ban aimed to protect users from potential financial losses and maintain the integrity of its advertising platform.
However, recognizing the growing legitimacy of the cryptocurrency market, Google softened its stance in 2021. It began allowing ads from regulated crypto exchanges and wallet providers, albeit under strict conditions.
By restricting advertising to FCA-registered entities, Google aims to enhance user protection and reduce the risk of scams and fraudulent activities within the crypto market. Looking ahead we can expect further regulatory developments and adjustments to advertising policies across various platforms.
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