German publisher Axel Springer has expressed its eagerness to be involved in the potential deal involving the operations of Tiktok in Europe. However, contrary to the news, no such deal exists. Tiktok parent company ByteDance claims that the deal is “a total fabrication.”
The issue results in a significant question for crypto advertisers: does the change in ownership affect the approval process for ads by TikTok and its dealings with financial content? This is still unclear. What is definite is that any new owner would still have to adhere to regulations that are already in place in Europe.
Döpfner’s reported January pitch, and ByteDance’s denial
Financial Times reported that Mathias Döpfner, the CEO of Axel Springer, has indicated that they might take part in a TikTok deal in Europe during a meeting in January 2026 with Charles Kushner, the US ambassador to France. The publishing company further stated that Döpfner was in favor of working on a similar arrangement that TikTok engaged in in the US and that the company “would have welcomed the opportunity” to participate.
However, ByteDance dismissed the report claiming it was “a total fabrication and not even worth dignifying with a comment.”
How crypto reaches users on TikTok today
TikTok decides what cryptocurrency ads can be placed on its platform. According to its September 2026 policy, it allows ads for licensed exchanges and custodial wallets in France, Germany and Austria, provided they have the consent of TikTok and target the adult audience. Direct advertising of cryptos including Bitcoin and Ethereum is prohibited in those markets.
A European owner might apply a different approach to advertiser approval, which would influence their access and costs. However, there is no indication that TikTok aims to change its policy.
The rulebook a new owner could not touch
Under MiCA Article 7, promotions for covered crypto-assets must be clearly recognizable as marketing material. Their content must also be fair, clear and not misleading. They must also align with the published crypto-asset white paper and include the required disclosure information where necessary.
Regulators are also focusing on people promoting financial products on online platforms. ESMA’s finfluencer guidance highlights transparency and accountability. As Cryptopolitan reported, Italy’s CONSOB warned that adding “this is not investment advice” does not shield influencers from legal responsibility.
A change in TikTok’s ownership could affect how the platform handles crypto promotions. However, it would not remove these legal requirements or regulatory expectations.
Why the exposure is large
TikTok says it reaches 189 million people monthly in the EU. In the first half of 2026, it removed about 104 million pieces of violating content; 94.1% were actioned automatically.
The 2026 ADAN–Ipsos survey found crypto ownership among 11% of French adults, 17% in Germany and 20% in the Netherlands.
Quality is another concern. Queen Mary University research found nearly nine in ten sampled finfluencer posts had more negative than positive quality indicators. Just 3.9% of sampled TikTok posts stated the creator’s expertise.
Transparency commitments and the GDPR shadow
On December 5, 2025, the European Commission accepted binding commitments from TikTok to make its advertising records searchable, disclose targeting details and update its ad repository within 24 hours.
TikTok has also come under fire for its treatment of user data. On May 2, 2025, Ireland’s Data Protection Commission announced that TikTok had been fined nearly €530 million for breaches of GDPR regarding the transfer of European user data to China. The Commission has also mandated TikTok to ensure compliance with data processing regulations within six months.
For crypto advertisers worldwide, a change in ownership could affect how they reach European customers. But it would not remove their responsibility to market crypto products lawfully or TikTok’s obligations to protect user data.
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