Google updates ad policies for cryptocurrencies, will set strict conditions to protect investors

In response to the ongoing growth in the cryptocurrency market, Google has announced revisions to its advertising policies, permitting crypto coin trusts to display advertisements. However, this comes with certain terms and conditions as the tech giant aims to balance promotional content with investor protection. Starting January 29, 2024, advertisers of cryptocurrency coin trusts will be allowed to market their products in the United States through Google ads. Despite this move, Google emphasises that advertisers must comply with local laws and be certified by Google. The certification process involves meeting local licensing requirements and ensuring adherence to legal standards in the respective country or region. Google clarified that advertisers promoting cryptocurrency exchanges or wallets are also allowed to advertise through Google Ads but must undergo certification and comply with local legal requirements. Cryptocurrency coin trusts, as defined by Google, refer to financial products enabling investors to trade shares via trusts holding significant amounts of digital currencies. Examples include Bitcoin and Ether exchange-traded funds (ETFs), which may or may not receive approval in the US next year. ETFs allow individuals to invest in cryptocurrencies through traditional market exchanges rather than being limited to cryptocurrency exchanges. The announcement aligns with the broader trend of increasing regulatory scrutiny around the crypto sector globally. Governments and tech giants have been cautious about promotional content related to digital assets to safeguard investors amid the high-risk nature of these investments. The lack of regulatory clarity has also deterred advertisers from participating in significant advertising spaces. The US Securities and Exchange Commission (SEC) is expected to deliver a verdict on Bitcoin and Ether ETFs in January 2024, coinciding with Google’s planned implementation of changes to its advertising policies. The move signals a cautious yet evolving approach by major platforms to accommodate the growing presence of cryptocurrencies while prioritizing regulatory compliance and investor protection. (With inputs from agencies)