Atlanta, GA | December 12, 2023 – Signaling a shift in its stance on crypto, Google will begin allowing advertisements for “cryptocurrency coin trusts” in the US starting January 29, 2024. However, this green light comes with strict conditions.
For years, concerns about investor protection and regulatory uncertainty kept crypto promotions out of major ad spaces, including Google. Now, Google is cautiously wading into the waters, aiming to balance opportunity with responsible advertising practices.
Key points of the new policy:
- Only crypto coin trusts, not individual exchanges or wallets, can advertise on Google Ads. These trusts pool digital currencies, allowing investors to trade shares rather than directly hold the volatile assets.
- Advertisers must be certified by Google and comply with all local legal requirements. This ensures transparency and protects consumers from misleading or unlawful marketing.
- The timing coincides with a potential US approval of Bitcoin and Ether ETFs. If approved, these ETFs would offer another avenue for traditional market investors to access crypto.
Implications:
- This move could boost the visibility and adoption of crypto trusts, potentially attracting new investors.
- Google’s stringent requirements set a high bar for crypto advertising, potentially filtering out bad actors.
- The timing, aligning with potential ETF approvals, suggests a strategic move by Google to capitalize on growing market interest in regulated crypto products.
Overall, Google’s policy change marks a cautious step toward embracing regulated crypto advertising. While it opens doors for responsible players, it also emphasizes investor protection and regulatory compliance.
Sources:
https://support.google.com/adspolicy/answer/7645254
https://support.google.com/adspolicy/answer/14293829
