An update on political advertising in the European Union

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</div> </div> <h1 class="article-hero__h1">An update on political advertising in the European Union</h1> </div> </section> <div class="article-meta__author-container" data-analytics-module='{ "module_name": "Hero Menu", "section_header": "An update on political advertising in the European Union" }'> <div class="article-meta__author-wrapper"> <div class="article-meta__abstract"> <div class="article-meta__abstract-aside"> <div class="article-meta__published-wrapper"> <p class="article-meta__read-time uni-body--small" data-reading-time-render>[[read-time]] min read</p> </div> <div class ="uni-social-share uni-social-share--mobile" data-component="uni-social-share-dropdown" > <a aria-label="Share" class="uni-social-share__trigger" role="button" tabindex="0" aria-expanded="false" data-analytics='{ "event": "page interaction", "category": "social", "action": "menu", "label": "label" }'> <svg aria-hidden="true" class="h-c-icon h-c-icon--color-text" title="Share" > <use 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will stop serving political advertising in the EU ahead of new regulation in October 2025.%0A%0Ahttps://blog.google/around-the-globe/google-europe/political-advertising-in-eu/" target="_blank" data-analytics='{ "event": "page interaction", "category": "social", "action": "share", "label": "email" }' data-ga4-method="email"> <svg aria-hidden="true" class="h-c-icon h-c-icon--social h-c-icon--30px" viewBox="0 0 30 30" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20241113-1756#social-mail"></use> </svg> <div class="article-share__title">Mail</div> </a> <div class="copy-link uni-copy-share uni-click-tracker" data-component="uni-copy-popup-component" data-analytics='{ "event": "page interaction", "category": "social", "action": "share", "label": "copy" }' data-ga4-analytics-share-copy-link data-ga4-method="Copy link"> <button class="copy-link__trigger copy-link__trigger-text" data-ga4-method="Copy link" title="Copy link"> <svg class="h-c-icon h-c-icon--color-text" role="presentation" title="Copy link" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20241113-1756#social-link"></use> </svg> <div class="copy-link__title">Copy link</div> </button> <div class="copy-link__dialog copy-link__content" uni-options='{"copyTextButton": "COPIED TO CLIPBOARD"}' aria-hidden="true" tabindex="-1"> <input class="h-c-copy copy-link__url" value="https://blog.google/around-the-globe/google-europe/political-advertising-in-eu/" id="copy-link" readonly="readonly" type="text"/> <div class="copy-link__copy-message" role="status"></div> </div> </div> </div> </div> </div> <p class="article-meta__abstract-text uni-body--large"> Google will stop serving political advertising in the EU ahead of new regulation in October 2025. </p> </div> </div> <div class="article-meta__container"> <div class="article-meta__content"> <div class="article-meta__author"> <figure class="article-meta__author-photo"> <picture> <source media="(max-resolution: 1.5dppx)" sizes="122px" srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/Screenshot_2023-05-04_1.52.06_PM.max-122x92.format-webp.webp 122w"> <source media="(min-resolution: 1.5dppx)" sizes="244px" srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/Screenshot_2023-05-04_1.52.06_P.max-244x184.format-webp.webp 244w"> <img src="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/Screenshot_2023-05-04_1.52.06_P.max-244x184.format-webp.webp" alt="Screenshot 2023-05-04 1.52.06 PM" sizes=" 122px, 244px" srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/Screenshot_2023-05-04_1.52.06_PM.max-122x92.format-webp.webp 122w, https://storage.googleapis.com/gweb-uniblog-publish-prod/images/Screenshot_2023-05-04_1.52.06_P.max-244x184.format-webp.webp 244w" data-target="image" loading="lazy" > </picture> </figure> <div class="article-meta__author-info"> <div class="article-meta__author-name">Annette Kroeber-Riel</div> <div class="article-meta__author-title"> Vice President, Government Affairs and Public Policy for Europe </div> </div> </div> </div> <div class="article-share__wrapper" data-analytics-module='{ "module_name": "Hero Share", "section_header": "An update on political advertising in the European Union" }'> <div class ="uni-social-share uni-social-share--desktop" data-component="uni-social-share-dropdown" > <a aria-label="Share" class="uni-social-share__trigger" role="button" tabindex="0" aria-expanded="false" data-analytics='{ "event": "page interaction", "category": "social", "action": "menu", "label": "label" }'> <svg aria-hidden="true" class="h-c-icon h-c-icon--color-text" title="Share" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20241113-1756#social-share"></use> </svg> <div class="uni-social-share__button">Share</div> </a> <div 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data-progress-bar-style="half-wave" data-api-key="AIzaSyBLT6VkYe-x7sWLZI2Ep26-fNkBKgND-Ac" data-article-style="style9" data-tracking-ids="G-HGNBTNCHCQ,G-6NKTLKV14N" data-voice-list="en.ioh-pngnat:Cyan,en.usb-pngnat:Lime" data-layout-style="style1" data-highlight-mode="word-over-paragraph" data-highlight-text-color="#000000" data-highlight-word-background="#8AB4F8" data-highlight-paragraph-background="#D2E3FC" data-background="linear-gradient(180deg, #F1F3F4 0%, #F8F9FA 100%)" data-foreground-color="#202124" data-font="600 16px Google Sans, sans-serif" data-box-shadow="0px 1px 3px 1px rgba(60, 64, 67, 0.15)" style=min-height:55px;display:block;max-width:726px;margin-left:auto;margin-right:auto;margin-bottom:36px; > </google-read-aloud-player> <script async src="https://www.gstatic.com/readaloud/player/web/api/js/api.js"></script>  <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "An update on political advertising in the European Union" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><p data-block-key="azuex">Google supports democratic elections around the world by ensuring voters have access to high-quality and reliable information, protecting our platforms from abuse and providing campaigns with best-in-class security tools and training.</p><p data-block-key="hbh5">We work closely with governments, advertisers and civil society organizations to support responsible political advertising across our platforms. In recent years, we have invested in industry-leading election ads programs that support user safety and promote transparency.</p><p data-block-key="lj2o">For example, since 2019, we have required all advertisers wishing to run election ads in the EU to meet enhanced transparency requirements, including <a href="https://support.google.com/adspolicy/answer/6014595?hl=en">identity verification</a> and in-ad disclosures that clearly show who paid for each ad. We have also established disclosure requirements for the <a href="https://support.google.com/adspolicy/answer/6014595?hl=en">use of synthetic or digitally altered content in election ads,</a> maintained a dedicated <a href="https://transparencyreport.google.com/political-ads/region/US?hl=en">Political Ads Transparency Report</a> and restricted how advertisers can <a href="https://www.blog.google/technology/ads/update-our-political-ads-policy/">target election ads</a>. As a result, there is more transparency regarding political ads on our services than there is for comparable television, newspaper or radio ads.</p><p data-block-key="8ramb">The European Union’s upcoming Regulation on Transparency and Targeting of Political Advertising (TTPA) unfortunately introduces significant new operational challenges and legal uncertainties for political advertisers and platforms. For example, the TTPA defines political advertising so broadly that it could cover ads related to an extremely wide range of issues that would be difficult to reliably identify at scale. There is also a lack of reliable local election data permitting consistent and accurate identification of all ads related to any local, regional or national election across any of 27 EU Member States. And key technical guidance may not be finalized until just months before the regulation comes into effect.</p><p data-block-key="9ij7s">As a result, Google will stop serving political advertising in the EU before the TTPA enters into force in October 2025. Additionally, paid political promotions, where they qualify as political ads under the TTPA, will no longer be permitted on YouTube in the EU.</p><p data-block-key="695h4">Throughout the legislative process, we shared <a href="https://blog.google/around-the-globe/google-europe/five-considerations-for-the-eus-new-political-ads-rules/">concerns</a> about the potential impact of the TTPA and the challenges posed by some of its requirements, but the regulation ultimately failed to provide the necessary clarity and specificity that would have permitted us to comply with its requirements. We have had to make similar difficult decisions to exit political ads in other jurisdictions, including in <a href="https://support.google.com/adspolicy/answer/10578101?hl=en&sjid=7695034543432109288-EU">France</a>, <a href="https://support.google.com/adspolicy/answer/15263587?hl=en">Canada</a> and <a href="https://support.google.com/adspolicy/answer/14777186?hl=en">Brazil, where we have not been able to comply immediately with the specific implementations required by regulation</a>s. We will share more information on the exact timing of our policy change in 2025 and will continue evaluating this decision in the future.</p><p data-block-key="6qk0t">We know political ads are a valuable resource for voters to find information and for candidates to share their message, so we regret that we have to take this step. Ahead of any election, people need access to useful, relevant and timely information and we’ll continue to invest in the people, policies, technology, products and partnerships necessary to display authoritative information and tackle disinformation and harmful content across our services.</p><p data-block-key="3ub6i">Making information universally accessible and useful remains at the heart of our mission, and supporting responsible advertising, including political advertising where possible, is a key part of that effort. We believe that affordable digital ads are particularly valuable to smaller campaigns seeking to reach a wide range of voters, and we will continue to engage with lawmakers, business partners, and community groups on this important topic.</p></div> </div> </div> <div class="uni-blog-article-tags article-tags" data-analytics-module='{ "module_name": "Article Tags", "section_header": "An update on political advertising in the European Union" }'> <div class="uni-blog-article-tags__wrapper"> <span class="uni-blog-article-tags__label uni-eyebrow">POSTED IN:</span> </div> <nav class="uni-blog-article-tags__container uni-click-tracker" data-analytics='{ "category": "landing page lead", "action": "article tag" }' > <ul class="uni-blog-article-tags__tags-list"> <li> <a class="uni-blog-article-tags-value uni-body--small uni-link-active" href=" https://blog.google/topics/google-europe/ " data-ga4-analytics-landing-lead='{ "event": "landing_page_lead", "link_text": "Google in Europe" }' data-analytics='{"label": "topics: Google in Europe"}' > Google in Europe </a> </li> </ul> </nav> </div> </div> </div> </section> </article> <div class="uni-related-articles-cards ga4-carousel" data-analytics-module='{ "module_name": "Article Footer Related Stories", "section_header": "Related stories" }' > <div class="uni-related-articles-cards-container" data-component="uni-related-articles"> <div class="uni-related-articles-grid-title"> <div class="uni-related-articles-grid-wrapper"> <h3 class="uni-related-articles-cards__title"> <div class="uni-related-articles-cards__title-content "> Related stories </div> </h3> </div> </div> <div class="uni-related-articles-cards__track"> <ul aria-role="menu" aria-label="Related articles" class="uni-related-articles-cards__wrap "> <li class="uni-related-articles-cards__item uni-related-articles-cards__item--img "> <a href="https://blog.google/around-the-globe/google-europe/united-kingdom/how-the-uks-coolest-coffee-brand-is-using-ai-to-brew-up-success/" class="uni-related-articles-cards__link" data-index="1" data-target="card" data-primaryTag = "topics - 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CINXE.COM

An update on political advertising in the European Union