Google will start enforcing more severe advertising principles for cryptocurrency services in Europe as part of markets in cryptocurrencies (MICA), as the company said in a recent update of the rules.

Transfer can be a “double -edged sword” for regulation, which can prevent the initial fraud of coin (ICO), but according to legal advisers, it risks further gaps in the field of law enforcement.

From April 23, the exchange of cryptocurrencies and advertising of the cryptographic portfolio in Europe must be licensed as part of the European Mika frame or as part of the Asset Service (CASP) service.

Cryptography advertisers at Google will also have to meet “local legal requirements”, including “restrictions at the national level or requirements outside Mika” and will be “certified by Google”, in accordance with Google rules of March 24, March 24 announcement.

The novel advertising policy will apply to most European countries, including Austria, Belgium, Bulgaria, Croatia, Cyprus, the Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Swiania and Swakenia.

Violation of the policy “will not lead to immediate suspension of the account” because the warning will be issued at least seven days before the account suspension, the Google rules added.

The change of policy occurs after the implementation of Mika frames in December 2024, which introduced the first comprehensive regulatory structure of digital assets in the European Union.

Related: Miki EU principles are a “system” banking risk for Stablecouins – CEO Tether

Google’s policy perceived as a double -edged sword

According to HON NG, the legal director in Bitget, novel Google advertising requirements are a “double sword” to regulate cryptocurrencies.

“On the one hand, they improve the protection of investors, filtering unregulated entities,” said Cointelegraph.

“Strict requirements for AML/CFT and transparency of Mica Framework form a safer ecosystem, reducing fraud such as ICO fraud, which harassed the industry before 2013,” he said.

However, NG warned that politics may be “too restrictive” without adaptable implementation, especially from the periods of transition for domestic licenses vary depending on the jurisdiction.

Since Google’s transition period for national licenses varies depending on the country, this may cause “temporary gaps in enforcement”, and even greater challenges related to the costs of conformity, said NG, adding:

“Smaller exchanges can struggle with Mika’s capital requirements (15,000–150,000 euros) or a bureaucratic obstacle of double certification (both Google and local regulatory bodies). These measures are positive for trust, but require flexibility to avoid shortness of breathlessness of innovation.”

Related: Most EU banks do not meet the growing demand for cryptographic investors – survey

Other industry observers do not consider this a fundamental change in Google’s protection or investors.

Updates can be more focused on “Google protection against responsibility than the protection of investors themselves”, according to Mattan Erder, general adviser in decentralized layers of blockchain.

“Any influence of this change in Google policy is below the regulations. If the registration of Mika or CASP turns out to be burdensome, expensive and available only to large players, then smaller players will have many difficulties in competing in these jurisdictions,” Erder said Cointelegraph.

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