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谷歌将部分解除加密货币广告禁令

据CNBC 9月25日报道,谷歌将结束对加密货币相关广告的全面禁令,并计划允许受监管的加密货币交易所在美国和日本购买广告。这一新政策将于10月10月正式开始实施。

谷歌最初对加密货币相关广告的限制措施是为了保护消费者,包括首次代币发行(ICO)、加密货币钱包和交易建议相关的广告至今仍不允许刊登。

由于监管机构难以跟上这一快速发展的市场,虽然加密货币的繁荣给人们带来了兴奋和财富,但它同时也催生了引人注目的欺诈问题。在今年早些时候,谷歌、Facebook、Twitter和Snapchat都曾多次打击与加密相关的广告,以阻止不良行为的发生,它们最初的强硬手段甚至阻止了一些合法企业去购买广告。

在谈到之前对加密货币广告的禁令时,谷歌的Scott Spencer对CNBC说道:

我们并不能预测加密货币在未来的发展方向,但我们已经看够了消费者在这个领域中所受到的伤害,这是一个我们想要谨慎对待的领域。

谷歌的最新政策允许全世界的广告商在申请认证的前提下,才能在日本和美国单独提供相应的加密货币广告。在谷歌采取这一举措之前,Facebook已经从今年6月份开始允许预先批准的加密货币广告商发布广告。

谷歌的母公司Alphabet约有86%的总收入来自于广告。该公司在2018年上半年的广告收入超过了540亿美元。

Google is ending its sweeping ban on cryptocurrency-related advertising and plans to allow regulated crypto exchanges to buy ads in the United States and Japan. The new policy starts in October.

Google's original restrictions, which it announced in March and rolled out in June, were intended to protect consumers and included initial coin offerings (ICOs), wallets and trading advice, which are still not allowed.

While the cryptocurrency boom has produced both excitement and wealth, it has also spawned fraud and high-profile scams, as regulation struggles to catch up with a fast-moving space. At various points earlier this year, Google, Facebook, Twitter and Snap all cracked down on crypto-related advertising to stop bad actors, though their initial hard-line approaches prevented even legitimate businesses from buying ads.

"We don't have a crystal ball to know where the future is going to go with cryptocurrencies, but we've seen enough consumer harm or potential for consumer harm that it's an area that we want to approach with extreme caution," Google's Scott Spencer told CNBC at the time of its original ban.

Google's updated policy applies to advertisers all over the world, though the ads can only run in the U.S. and Japan, and interested parties will need to apply for certification to serve ads in each country individually. Google's move follows Facebook, which started allowing preapproved cryptocurrency advertisers in June.

Google parent company Alphabet gets roughly 86 percent of its total revenue from advertising. The company booked more than $54 billion in ad revenue in the first half of 2018.


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