• by Laurie Sullivan  @lauriesullivan, December 7, 2023

Advertisers, beginning Jan. 29, that offer Cryptocurrency Coin Trust targeting ads in the U.S. will need to be certified and meet Google’s specific requirements, according to Google’s announcement.

Google updated its Cryptocurrencies and related products policy to provide guidance on the requirements for advertising Cryptocurrency Coin Trusts.

The investment firm Charles Schwab describes Cryptocurrency Coin Trusts as products that allow investors to trade shares in trusts holding large pools of a cryptocurrency.

Advertisers, per Google, also expect all advertisers to comply with local laws for any area that their ads target. This policy applies globally to all accounts that advertise these products.

Compliance targeting will become more important in 2024 as legislators worldwide continue to protect consumer data privacy.

The updated policy is not limited to the United States. They will apply globally to all accounts advertising Cryptocurrency Coin Trusts.

Violators initially will receive a warning, but accounts could face suspension. A warning will be issued, at least 7 days, before any suspension of your account.

Companies advertising Cryptocurrency Coin Trust in the U.S must apply for certification, which is part of Google’s requirements.

Google’s advertising policy help page states that advertisers promoting complex speculative financial products, cryptocurrency exchanges and software wallets or cryptocurrency hardware wallets are allowed to advertise through Google Ads, but they must be certified by Google, and their products, landing pages, and ads must meet all local legal requirements of the country or region they want to get certification.

Google is not the only platform to require certification or "written permission." Meta has its own ad policies related to cryptocurrency and targeting.

On Meta's platform, advertisers need written permission to run ads that promote things like cryptocurrency exchanges or trading platforms like software apps or products that enable people to exchange cryptocurrency assets, platforms or software apps or products that allow people to borrow or lend cryptocurrency, devices or software that allow people to store cryptocurrency.

It also includes offer services such as buying or selling, swapping or exchanging, staking or purchasing coins, or hardware of software that enable the mining of cryptocurrency assets. 

Meta's guidelines do not require written permission to run ads that promote tax services for cryptocurrency companies; events, education or news related to cryptocurrency or blockchain technology; services and products based on blockchain technology that are not a virtual currency, such as non-fungible tokens (NFTs), and more.