Google updates its crypto ad policy ahead of possible bitcoin ETF approvals

Google’s newest crypto ad policy targets products where investors can “trade shares in trusts” holding crypto

article-image

Asif Islam/Shutterstock modified by Blockworks

share

Google has announced an update to its crypto ad policy.

The update will allow advertisers to offer US ads for “Cryptocurrency Coin Trusts” starting Jan. 29 of next year. 

Google defines the trusts as “financial products that allow investors to trade shares in trusts holding large pools of digital currency.”

In an email to Blockworks, Google said that the new policy will allow “crypto coin trusts to serve ads targeting the United States provided they complete our certification process and have voluntarily registered with the SEC by filing Form 10-12g.”

Google further said that crypto trusts are funds “that only invests in cryptocurrency, such as Bitcoin. These funds are closed-end. They own bitcoins for investors, and their shares are traded over-the-counter.”

Right now, Google’s policy allows ads for NFT games, companies that accept crypto and licensed providers of crypto exchanges and wallets. 

Initial coin offerings (ICOs), gambling ads and staking NFT games are prohibited. 

Back in September, Google loosened its policy around NFT game ads with the above exceptions.

Google clarified that crypto trusts are not ETFs, and are “only available to investment companies, accredited investors or high-net-worth individuals and are not accessible to the general public.  

The updated policy coincides with the much-awaited ruling on spot bitcoin ETFs.

The language used by Google could suggest that spot bitcoin ETF advertising is allowed, if the US Securities and Exchange Commission gives the 13 bitcoin ETF applications a green light.

Read more: Lucky 13? Where spot bitcoin ETF proposals stand ahead of judgment day

The timeline, as set out by ETF analysts, targets a period in early January for an SEC decision, with some eyeing the multitude of conversations being held by the regulatory agency and the ETF hopefuls as a sign that the Commission is inclined to approve applicants. 

BlackRock, Ark, Fidelity, and Franklin Templeton are among those aiming to get funds out the door. BlackRock’s entrance into the race boosted the possibility of a bitcoin ETF getting approved since the asset manager has a nearly perfect record of launching its funds. 

Bloomberg analyst James Seyffart expects the window for a possible approval to be between Jan. 5 to Jan. 10, with potential approvals coming in the last three days. Part of the reasoning is due to the SEC’s deadline to decide on the proposal put forth by Ark and 21Shares. 

The SEC recently initiated Franklin Templeton’s comment period earlier than expected, prompting avid ETF watchers to see it as a hopeful sign.

Updated Dec. 11, 2023 at 3:10 pm ET: Added comments from Google.


Get the news in your inbox. Explore Blockworks newsletters:

Tags

Upcoming Events

Old Billingsgate

Mon - Wed, October 13 - 15, 2025

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

Industry City | Brooklyn, NY

TUES - THURS, JUNE 24 - 26, 2025

Permissionless IV serves as the definitive gathering for crypto’s technical founders, developers, and builders to come together and create the future.If you’re ready to shape the future of crypto, Permissionless IV is where it happens.

Brooklyn, NY

SUN - MON, JUN. 22 - 23, 2025

Blockworks and Cracked Labs are teaming up for the third installment of the Permissionless Hackathon, happening June 22–23, 2025 in Brooklyn, NY. This is a 36-hour IRL builder sprint where developers, designers, and creatives ship real projects solving real problems across […]

recent research

Featured.png

Research

Helium stands at a pivotal moment in its evolution as a decentralized wireless network, balancing rapid growth, economic restructuring, and global expansion. With accelerated growth in domestic DAUs and Hotspots supporting its network, Helium is leveraging strategic partnerships and innovative proposals to scale internationally. The recent implementation of HIP 138, “Return to HNT,” has unified its token economy under HNT, simplifying participation and strengthening liquidity, while HIP 139’s phase-out of CBRS refocuses efforts on scalable Wi-Fi offload. Meanwhile, governance shifts under HIP 141 raise questions about centralization as Nova Labs consolidates control over the roadmap.

article-image

Base launched two tokens as part of its ethos that everything can be tokenized, but the move sent Crypto Twitter reeling

article-image

The Arbitrum-based perps DEX recently launched its points campaign

article-image

P2P Foundation founder Michel Bauwens revealed this week that Satoshi wrote him over email in the early days of Bitcoin

article-image

A Blockworks Research report looked at how Hyperliquid has maintained its hype and how it can build out its businesses

article-image

Dragonfly’s Rob Hadick discussed how the firm is approaching investments in the current market

article-image

The asset surged over the past seven days to reach its highest-ever weekly close on the SOL/ETH pair