Google has announced a significant policy change announced, required for all crypto advertisers targeting the United Kingdom. As of January 15, 2025, these companies must register with the Financial Conduct Authority (FCA) to strengthen consumer protection and compliance with UK financial regulations. This update particularly affects advertisements for cryptocurrency exchanges and wallet providers, with specific guidelines for hardware wallets.
Under the new policy, any crypto-related business that wants to place ads on Google’s platform must first register with the FCA. This applies to:
In addition to registration, advertisers must comply with the local laws of the regions they target.
Google’s decision reflects a global trend of stricter regulation. The FCA has recently warned about unauthorized crypto promotions, particularly a memecoin project called “Retardio” on Solana, targeting UK consumers, to protect them from financial losses due to unregulated ads.
Despite these measures, crypto fraud and scams remain a challenge:
These incidents underscore the need for strict ad policy and user vigilance.
Google’s new policy is a step towards better oversight of crypto ads and fits into the global effort to improve transparency and consumer protection in the crypto world. With 2025 in sight, advertisers must prepare well for these changes, especially in January, to continue to meet the new standards.