Google has reversed its 2018 ban on cryptocurrency advertisements, opening up its expansive ad network to crypto offerings like the newly launched spot itcoin">Bitcoin">itcoin">Bitcoin ETFs. The updated policy took effect on January 29th.
For the first time in five years, firms can now promote compliant crypto assets and funds. BlackRock and VanEck notably became the first to roll out itcoin">Bitcoin ETF advertising campaigns on Google search and its display ad ecosystem.
The initial 2018 crypto ad ban was widely seen as a defensive move by Google and Facebook against rising scam activity in the then-nascent space. Any current promotions must still adhere to relevant local regulations.
The shift could significantly aid visibility for itcoin">Bitcoin ETF providers after a rocky launch saw over $500 million in net outflows last week alone. While BlackRock and VanEck have taken advantage so far, more firms are likely to aim to drive awareness of their crypto investment products on Google.
As it continues opening up, the reversal signals Google sees maturation in crypto – creating space for legitimate players rather than banning broadly. For itcoin">Bitcoin ETF backers struggling after a hotly anticipated debut, the policy update offers a timely lifeline.
