Google's New Cryptocurrency Advertising Policy and Its Effects

At the beginning of 2024, Google made a significant adjustment to its new cryptocurrency advertising policy. This move aims to create a more regulated and transparent advertising environment. For full-service agencies and specialists in online marketing, particularly in the areas of digital marketing, content marketing, and email marketing, this marks a strategic turning point. These agencies must reconsider their approaches to comply with the new regulations and continue to operate effectively in the field of online marketing in Germany and globally.

At the same time, the USA has seen the introduction of Spot Bitcoin Exchange-Traded Funds (ETFs), a development that also has profound implications for the crypto market and online marketing. With leading ETFs like the ARK 21Shares Bitcoin ETF and BlackRock’s iShares Bitcoin Trust, investors now have direct access to Bitcoin. This innovation could not only simplify and secure investment in Bitcoin but also open up new avenues in content marketing and advertising communication.

Adjustment of Online Marketing Strategies

In light of Google's new advertising guidelines, full-service agencies must carefully review and adjust their online marketing strategies. This is particularly true for content marketing and email marketing, which now must be designed in compliance with the updated requirements. The challenge lies in remaining creative and innovative while operating within regulatory boundaries.

Certification Process for Crypto Advertising

The new policy requires advertisers in the cryptocurrency sector to obtain specific certification from Google. This process is designed to ensure that only reputable and regulated providers are allowed to run crypto-related advertising. For full-service agencies, this means they need to familiarize themselves thoroughly with the certification process and accordingly advise and support their clients.

Advertising for Specific Crypto Products

Google allows advertising for crypto-related services such as exchanges and wallets under certain conditions. This relaxation offers new opportunities for content marketing but also places high demands on the transparency and credibility of advertising content.

Impacts for Online Marketing

These changes could fundamentally transform online marketing, particularly affecting cryptocurrency advertising. Credibility and security are enhanced, potentially increasing public trust in digital currencies. Marketing strategies must adapt to new requirements. In Germany, agencies need to be especially cautious, adjusting strategies to both international and local regulations. A deep understanding of the guidelines is necessary, and proactive implementation into marketing strategies is required.

Significance for Advertisers and Users

Google's new advertising policy poses challenges for advertisers but also offers users more security and trust through certified advertising. It is an opportunity to increase the reliability and credibility of the advertised products. Moreover, it enables more transparent communication between providers and consumers. In the long term, this could lead to a more positive perception of online advertising.


Google's updated guidelines for cryptocurrency advertising represent a significant step towards a more regulated and transparent market. They underscore the need for advertisers to adapt to strict guidelines and offer consumers a safer browsing experience. For full-service agencies and online marketing experts, this means they must remain agile and continuously adjust their strategies to the changing regulations.