In January 2025, Google's new advertising policy update will come into effect, requiring Google ads promoting digital asset exchanges and wallets in the UK to register with the country's financial services regulator. It said that from January 15, 2025, advertisers offering cryptocurrency exchange products and services in the UK will be allowed to advertise if they meet certain requirements. For cryptocurrency exchanges and software wallets, Google will allow them to advertise if the products are registered with the UK's Financial Conduct Authority (FCA).