Google is bolstering its cryptocurrency advertising regulations in Europe, effective immediately, to comply with the Markets in Crypto-Assets (MiCA) framework. This move, reported by CoinTelegraph, significantly impacts how crypto exchanges and wallet providers can promote their services within the European market. Under the updated policy, cryptocurrency businesses aiming to advertise on Google platforms in Europe must now secure two key approvals. First, they need to obtain either a full MiCA license or registration as a Crypto Asset Service Provider (CASP). Second, they must receive specific certification from Google itself, demonstrating their adherence to the platform's advertising standards. This heightened scrutiny aims to protect consumers and ensure responsible advertising practices within the rapidly evolving cryptocurrency landscape. Companies failing to meet these requirements will be unable to run crypto-related ads on Google services across Europe. The move signifies a major step towards regulatory clarity and investor protection within the EU's digital asset market. ```