EU-wide regulations on political advertising come into effect
he regulation requires advertisers to disclose who is behind each campaign, how much was spent, and whether targeting techniques were used, while also banning foreign-funded ads before elections and restricting the use of personal data for political profiling.
From 10 October, new European Union rules have come into effect to make political advertising more transparent and accountable, both online and offline. The aim is to help citizens understand who is behind political messages, how they are targeted, and to prevent foreign interference in European elections.
Under the new regulation, all paid political advertisements must be clearly labelled as such. Each ad will need to include key details: the name of the sponsor, the election or referendum it is connected to, how much money was spent, and whether targeting techniques were used. This means that citizens will now be able to identify political ads more easily and know who is financing them.
The rules also introduce strict limits on the use of personal data for targeting political ads online. Advertisers can use data for this purpose only if individuals have given explicit and separate consent. Sensitive information – such as data revealing a person’s political beliefs, race, or ethnic background – cannot be used at all for profiling or targeting.
To curb foreign influence in EU elections, the rules prohibit political advertisements paid for by non-EU sponsors during the three months leading up to an election or referendum in an EU member state.
The regulation does not apply to personal opinions expressed by individuals or to editorial content from journalists and media outlets.
The European Commission has issued guidelines to help those affected, including sponsors, service providers, and publishers, implement the new requirements correctly. These rules form part of a wider effort by the EU to safeguard democracy. In 2020, the Commission launched the European Democracy Action Plan to strengthen media freedom, counter disinformation, and empower citizens.
By the end of 2025, the EU also plans to introduce the European Democracy Shield, a strategic framework to further protect democratic processes and values across the Union.
