Google announced significant updates to its Financial products and services policy regarding cryptocurrency advertising in the United Kingdom, set to take effect on January 15, 2025.
New Cryptocurrency Exchange Advertising Guidelines
The updated policy allows certified advertisers to promote cryptocurrency exchanges and wallets in the UK market, provided they meet specific regulatory requirements. The key requirement is that advertisers must be registered with the Financial Conduct Authority (FCA) and comply with all local legal regulations.
Hardware Wallet Advertising Requirements
Under the new policy, Google permits advertising of hardware wallets designed to store private keys for cryptocurrencies, NFTs, and other crypto-based assets. However, these hardware wallet services must be limited to storage functionality only, excluding features like purchasing, selling, exchanging, or trading assets.
Certification and Compliance
All advertisers must obtain certification from Google before running cryptocurrency-related advertisements. The policy applies globally to all accounts promoting these financial products, regardless of their target market.
Policy Enforcement
Google implemented a structured warning system for policy violations. Advertisers will receive:
- A minimum 7-day warning period before any account suspension
- Time to address violations and ensure compliance
- Clear notification of any policy breaches
The new guidelines represent Google's effort to balance innovation in cryptocurrency advertising while maintaining regulatory compliance and consumer protection in the UK market.
