Google is updating its advertising policies for financial products, focusing specifically on cryptocurrencies. The new rules will come into effect on September 20.
Why it’s important: The new policy clarifies Google’s stance on cryptocurrency-related advertisements in Switzerland, aiming to ensure that only compliant and approved entities can promote their services.
What’s new:
- Crypto Exchanges and Wallets: Advertisers offering cryptocurrency exchanges or software wallets in Switzerland can now display advertisements if they are approved by the Swiss Financial Market Supervisory Authority (FINMA). This includes compliance with any other relevant local legal requirements.
- Hardware wallets: Advertisements for hardware wallets – devices that store private keys for cryptocurrencies, NFTs or other digital assets – are also allowed. However, these products must be limited to storage functions only and must not facilitate the purchase, sale or exchange of assets.
Why we care. Switzerland is an important hub for cryptocurrency businesses. Advertisers must remain compliant with Google policies to maintain access to this key market, avoid disruption and build audience trust, while staying ahead of the competition.
What to watch:
- Certification requirement: All advertisers must obtain certification from Google to promote these products in Switzerland. This certification ensures that advertisers meet both Google standards and local regulatory requirements.
- Global impact: Although the focus is on Switzerland, this rule update highlights Google’s broader commitment to ensuring compliance with local laws in all markets where financial products are advertised.
Be smart: Enforcement of Google’s policies will begin with warnings, giving advertisers a seven-day grace period before any potential account suspensions. Advertisers should review their compliance status now to avoid disruption.
Conclusion : As cryptocurrency regulations tighten globally, Google’s updated policy reflects a growing focus on consumer protection while ensuring only compliant and approved entities can leverage its advertising platform in Switzerland.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing services through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.