The Full Guide to Strategic Fundraising with KOLs in the Crypto Space

Updated Google Ads Policy for Cryptocurrency

11 min read
Jun 10, 2021

Cryptocurrencies no longer need an introduction! After all, there hasn't been a day where cryptos weren't bursting into the headlines recently. Their popularity is literally "going to the moon," and there is no ignoring them now!

Seeing the tremendous growth of cryptos over the years, the search giant Google has recently changed its stance on digital currencies. Referring to one of our previous posts on this subject, Google is known to have a pretty strict advertising policy for cryptocurrencies. In fact, it even went as far as banning all crypto advertisements on its network back in 2018. It was a ruling that caused a tremor in the crypto industry.

Google later amended its 2018 rules in the same year they were rolled out. The search giant allowed Crypto Exchanges to run ads on its network but didn't permit the Wallet advertisers to do the same.

However this is going to change now!

In a new statement, Google announced that it is all set to update its advertisement policy for digital currencies. The revised scheme has some great news for all crypto-related businesses.

Read this piece till the end to find out the complete details of the updated Google cryptocurrency ads policy and what it means for you as a crypto advertiser!

What Does the Updated Google Cryptocurrency Ads Policy Entail?

Google released a statement at the beginning of June 2021 announcing that it will update its Financial products and services policy. The company will bring in new rules and requirements to allow cryptocurrency-related companies to advertise their products and services.

According to the updated policy of Google Ads, crypto-related businesses will now be allowed to run ads for their Cryptocurrency Wallets. However, such ads will only be targeted to the US audience for now. The changes will come into full effect by August 2021. However, to be eligible for that, the advertisers are required to meet certain requirements and be certified by Google.

As a crypto-related business, if you want to run ads for your Wallets or other products on Google, you would need to be certified by Google. For that, you will need to comply with the following requirements:

Google requires you to be duly registered with:

  • FinCEN–the United States Financial Crimes Enforcement Network. You need to register with it as a Money Services Business along with at least one state as a money transmitter.
  • A Federal or state-chartered banking organization

Furthermore, the updated Google cryptocurrency ads policy will need you to obey all the necessary legal conditions. This includes all the relevant local legal requirements, whether they are at the State or Federal level.

Plus, you need to ensure that all your ads and landing pages are in accordance with every Google Ads policy. Click here to read the complete policy.

What Still Remains Restricted?

Google, through its new and updated Google cryptocurrency ads policy, will now allow advertisers to run ads for their Crypto Wallets. However, few things still didn't get the green signal from them, and so, they remain restricted for the time being.

Here's what is still not allowed on Google's ad network.

  • Advertisers are not permitted to run ads for initial coin offerings (ICO), DeFi trading protocols. They are not authorized to promote the purchase, sale, or trade of cryptocurrencies or their related products. This includes promotion for ICO pre-sales or public offerings, unhosted wallets, cryptocurrency loans, initial DEX offerings, celebrity cryptocurrency endorsements, etc.
  • Further, Ad destinations that aggregate or compare two or more issuers of cryptocurrencies or their related products remain restricted as well. Examples of this are cryptocurrency investment advice, affiliate sites having crypto-related content, broker reviews, trading signals, etc.

What Does This New Google Cryptocurrency Ads Policy Means for Your Business?

The updated Google Ads policy is indeed a welcome step, one that will be hugely appreciated by all crypto-related companies.

If you want to continue advertising on Google Ads, you need to request a new Cryptocurrency Exchanges and Wallets certification with Google. The application form for the same will go live on July 8, 2021. So, save the date!

Google has further notified that all the previously issued Cryptocurrency Exchange certifications will be revoked on August 3, 2021. So make sure to fill up the new application form and reap the benefits that this new and updated Google cryptocurrency ads policy has to offer!

Tim Haldorsson
CEO of crypto and Web3 marketing agency Lunar Strategy, involved in the crypto scene since 2017. Provides forward-thinking Web3 marketing insight as a contributor to Cointelegraph, Rolling Stone, Daily Coin, NFT Plazas, and Finance Magnates.
Jack Haldorsson
CMO at Lunar Strategy. Been in the crypto space since 2017. Jack leverages his know-how of the blockchain ecosystems and strong KOL relationships to execute result-focused strategies that amplify brand storytelling, drive awareness and grow the project sustainably with the help of Influencer relations.
Adam Westerén
Head of Sales
Adam's passion is to create self-sustainable communities in the Web3 world. He enjoys when you create a Web3 community that can grow by itself. This is what he does in his current role as Head of sales.
William Rejström
As a Community Manager at Lunar Strategy, I'm passionate about finding new ways to connect people, add value and build strong community relationships.
Shann Holmberg
As head of growth at Lunar Strategy, I understand the significant shift away from traditional marketing strategies that Web3 projects require.
Nick Ballanutsa
Crypto Content Creator
Crypto Content Creator, Nick is creating engaging Twitter threads & posts for leading crypto & NFT companies.
Vide Haldorsson
Influencer Manager
Influencer Manager at Lunar Strategy.
Johnny Pedro
Head of Partnerships
Head of Partnerships at Lunar Strategy, creating win-win solutions for Web3 companies. You might have heard his music on Tomorrowland from his previous ventures in the music industry.
Jarrod Frankel
Head of Community
Jarrod is responsible for the teams that provide both engaging social media content and enticing and informative articles for our clients.
Tayler McCracken
Editor at Coin Bureau
Tayler McCracken is the Editor-in-Chief of the Coin Bureau, a leading publication that provides cryptocurrency education.
Vineet Nair
As a web3 storyteller, Vineet brings a wealth of experience in content, journalism, and management, with hands-on knowledge of metaverses, NFTs, AI, and finance.
Hassan Shafiq
Lunar Strategy
Lunar Strategy.
Mairead Finlay
British writer specialising in NFTs, luxury lifestyle & travel based in Portugal. Previous publications include Business Insider, LoveEXPLORING, The Guardian and My French Country Home Magazine. Previously the SEO Editor of tech & startup website TechRound.
Sandra Vukovic
Content & Marketing Specialist
Content & Marketing Specialist at Lunar Strategy.
David Kevin Jeppesen
Lunar Strategy
Raised in the spring of technology, solving problems and finding simple digital solutions is part of my nature. I’m a teachable individual who is always eager to learn and develop as a person.
Julieta Ose
Crypto Content Creator
Crypto Content Creator at Lunar Strategy.
Gino De Graaf
Google Ads Specialist
Google Ads Specialist at Lunar Strategy.
Sam Runge
Media Manager
Lunar Strategy.
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