Google's MiCA Ad Policy: A Misstep For Crypto Innovation?

KEY TAKEAWAYS

• Google's MiCA-aligned crypto ad policy favors large, licensed platforms and hardware wallet providers, marginalizing smaller startups and open-source projects due to high compliance costs and certification requirements.
• The ad policy conflicts with MiCA's decentralization goals by requiring self-custodial wallets, which are exempt from MiCA, to obtain a CASP license.
• The ad policy benefits larger companies with the resources to comply with MiCA, sidelining smaller, innovative players and fostering market centralisation.
• Hardware wallets gain an unfair advertising advantage over software wallets, limiting consumer choice and innovation in self-custody solutions.