Google, the world’s most popular search engine in press release lifting a nearly three-year-old policy banning Crypto exchanges from using its ad services.
The lifting ban means advertisers offering Cryptocurrency Exchanges and Wallets targeting the United States may advertise those products and services when they meet the following requirements and are certified by Google.
The new policy won’t open the door to the vast majority of crypto institutions, however, as “ads for initial coin offerings, DeFi trading protocols, or otherwise promoting the purchase, sale, or trade of cryptocurrencies or related products” all continue to be prohibited.
Coinbase, one of the biggest crypto exchanges in the US, could benefit most from this move and increase its lead over other crypto exchange operators that are not registered with the US regulatory authorities.
To be certified by Google, advertisers will need to be duly registered with
(a) FinCEN as a Money Services Business and with at least one state as a money transmitter; or
(b) a federal or state chartered bank entity.
Comply with relevant legal requirements, including any local legal requirements, whether at a state or federal level.
Ensure that their ads and landing pages comply with all Google Ads policies.
Advertisers are also mandated to comply with relevant legal requirements, including any local legal requirements, whether at a state or federal level.
The following is not allowed:
Ads for initial coin offerings, DeFi trading protocols or otherwise promoting the purchase, sale or trade of cryptocurrencies or related products
Examples (non-exhaustive): ICO pre-sales or public offerings, cryptocurrency loans, initial DEX offerings, token liquidity pools, celebrity cryptocurrency endorsements, unhosted wallets, unregulated DApps
Ad destinations that aggregate or compare issuers of cryptocurrencies or related products
Examples (non-exhaustive): Cryptocurrency trading signals, cryptocurrency investment advice, aggregators or affiliate sites containing related content or broker reviews