Crypto is one of the hardest niches to advertise in. You can build a great product, spend a month on creatives and lose your ad account on day one. Here is how the big platforms' rules work and how to prepare a launch so your ads run reliably.
Why crypto ads get blocked
Google and Meta treat cryptocurrencies as high-risk financial products. Moderation is largely automated: the system checks the ad, the website and the ad account itself. One careless promise like "guaranteed income", or no licence shown on the website, and the ad is rejected — repeat violations get the whole account suspended.
Google Ads: certification first
Exchanges and crypto wallets can advertise on Google only after the advertiser is certified — separately for each country where you want to show ads. You need to prove the company holds the required licence or registration in that country. In the EU this is usually a crypto-asset service provider licence under MiCA.
Some products cannot be advertised at all — initial coin offerings, for example. Before launching, always check the current version of Google's policy for your countries: it is updated regularly.
Meta: a licence or written permission
On Facebook and Instagram, crypto ads are approved if the advertiser holds one of the licences Meta recognises or has obtained written permission through a dedicated application. Without that, ads will keep getting rejected no matter how often you change the creatives.
What your website needs
- Company name, jurisdiction and licence number in a visible place
- A clear description of risks and terms
- Terms of use, privacy policy and contact details
- No promises of returns or "10x"
- The countries where the service is available match the countries you advertise in
How to write creatives
Sell the product's benefits, not profit: convenience, speed, fees, security, support. Avoid words like "guaranteed", "passive income", "get rich", images of cash stacks and rocket charts. The calmer the ad, the fewer questions from moderation and the more trust from users.
If the main platforms are closed for now
While certification is in progress, or if your product does not qualify, there are channels where crypto products are easier to promote:
- Specialised crypto ad networks and media
- PR publications in crypto and financial media
- Influencers and KOLs with clearly labelled ads
- Affiliate programs that pay for results
- SEO and useful content for what your audience searches
- Telegram and Discord communities
Every platform has its own rules — read them before launch, not after the first ban.
Pre-launch checklist
- A licence or registration in the countries you target
- Google certification passed and Meta permission obtained, if required
- Licence, risk disclosure and legal documents on the website
- Creatives without income promises
- Analytics set up: cost per sign-up and per first deposit is visible
- A plan B — alternative channels while moderation is pending
Preparation takes time but saves weeks. Ads set up by the rules once run reliably — and your budget goes to customers, not to fighting moderation.