In a significant move, Google is set to permit advertisements for U.S.-based crypto trusts starting January 2024. This policy shift aligns with predictions of the approval of spot Bitcoin exchange-traded funds (ETFs) in the same month.
As outlined in a policy change log on December 6, Google specified that its crypto-related advertising policy would be revised on January 29, 2024. This update opens the door for ads from “advertisers offering Cryptocurrency Coin Trust targeting the United States.”
Focus on Cryptocurrency Coin Trusts
The updated policy explicitly references cryptocurrency coin trusts, characterized as financial products enabling investors to trade shares in trusts holding significant digital currency pools. This likely includes ETFs within its purview.
Google emphasizes global applicability, expecting all advertisers to adhere to local laws in areas where their ads are targeted. Potential crypto trust advertisers must be Google-certified, requiring the relevant license from local authorities and compliance with all local legal requirements.
Exclusions and Existing Advertising Parameters
While Google already permits certain crypto and related product advertisements, exclusions remain in place. Ads for crypto or non-fungible token (NFT)-based gambling platforms, initial coin offerings, decentralized finance protocols, and trading signal services are still prohibited.
Google’s full change log relating to allowing crypto trust ads. Source: Google
The timing of Google’s policy update aligns with Bloomberg’s ETF analysts’ prediction of a 90% likelihood of U.S. spot Bitcoin ETF approval by January 10, 2024. Speculation includes the possibility of multiple pending applications receiving approval simultaneously.
Bitcoin’s Soaring Performance and Market Sentiment
Amid expectations of ETF approvals, the crypto market is witnessing significant growth. Bitcoin has surged nearly 74% in the past 90 days, fostering optimism among analysts anticipating a new all-time high in 2024.
As Google adjusts its advertising policy and anticipation builds around potential ETF approvals, major players in the crypto space, including BlackRock, Grayscale, and Fidelity, engage with the U.S. Securities and Exchange Commission to navigate key technical details in their ETF bids. The industry remains dynamic, with stakeholders gearing up for potential regulatory shifts in the coming months.