Beginning mid-January 2025, Google has announced the implementation of a new policy in the UK regarding crypto-related ads. The search engine titan will require all advertisers wishing to promote cryptocurrency exchanges and digital wallets to be officially registered with the country’s Financial Conduct Authority (FCA). This milestone move is a part of an ongoing initiative to ensure that promoted platforms and services align with regulatory guidelines.
Furthermore, Google will also permit advertisements for hardware wallets dedicated to storing private keys for cryptocurrency and non-fungible tokens (NFTs), provided these do not offer any additional services like buying, selling, or trading of digital assets. Though Google Ads hasn’t outlined specific rules for hardware wallet ads, they expect all advertisers to play by the local laws and regulations in the regions the ads aim to reach.
This policy shift aligns with recent moves by financial regulators to tightly control unauthorized promotions of crypto-related ventures. The FCA, for example, recently issued a warning against a Solana-based project called “Retardio”, citing concerns over unregulated promotions targeting UK customers. Similarly, Nigeria’s Securities and Exchange Commission has tightened their regulations regarding the marketing of crypto products. It has made it compulsory for virtual asset service providers and influencers to secure the agency’s approval before publishing any cryptocurrency-related advertisements.