Google broadens cryptocurrency advertisement scope in Argentina, effective from September policy update
Google has announced an update to its cryptocurrency advertising policy, marking the inclusion of Argentina in the list of countries where such advertising is permitted. The policy change, effective from September 2025, signifies the continued expansion of legitimate cryptocurrency advertising opportunities on Google's platform.
The policy update reflects Google's measured approach to cryptocurrency advertising policy development. The company is expanding its advertising platforms, including Search ads, Display advertising, and YouTube campaigns, selectively based on regulatory clarity, consumer protection measures, and market stability factors.
Hardware wallet manufacturers can advertise on Google's platform without needing to register as Virtual Asset Service Providers (VASP), but they are prohibited from advertising devices that offer additional services like purchasing, selling, exchanging, or trading assets. Cryptocurrency exchanges and software wallets can promote their services in Argentina, provided they are listed under the VASP registry via the National Securities Commission.
Advertisers must comply with format restrictions similar to other financial services, with limitations on claims, promotional language, and target audience parameters. Violations of cryptocurrency advertising policies result in ad disapproval and potential account suspension for repeated violations. Google's advertising approval remains subject to content review and ongoing monitoring for cryptocurrency advertisements on its platform.
Google's certification process includes identity verification, business documentation review, and compliance assessment. The authority in Argentina responsible for supervising virtual currency service providers, cooperating with Google on its certification process, is the "Unidad de Información Financiera" (UIF).
The policy expansion to Argentina comes amid growing cryptocurrency adoption in the country, as economic challenges prompt citizens to seek alternative store-of-value options. Local surveys indicate increasing interest in digital assets, creating potential demand for cryptocurrency services advertised through Google's platform.
Notably, Initial coin offerings (ICOs), decentralized finance (DeFi) trading protocols, and unregulated applications are excluded from advertising eligibility on Google's platform. Certified cryptocurrency advertisers on Google's platform must comply with local advertising standards beyond platform-specific requirements.
Argentina joins 40 other countries and territories where Google permits cryptocurrency advertising under various regulatory frameworks. The policy change arrives as Argentina's cryptocurrency market grows amid economic uncertainty and currency devaluation concerns. Marketing agencies in Argentina must now incorporate Google's platform into their digital advertising strategies.
The continued expansion of Google's cryptocurrency advertising policy demonstrates the tech giant's commitment to supporting the growing digital asset industry while ensuring compliance with local regulations and consumer protection measures on its platform.
