Meta to stop selling political ads in the EU from October
Meta has announced its decision to cease selling and displaying political advertisements across the European Union, effective October. This significant move by the tech giant comes as a direct response to the EU’s stringent new regulations on political advertising, which Meta has characterized as “unworkable.”
In a detailed statement released on its official newsroom, Meta articulated its deep concerns regarding the legislation, known as the Transparency and Targeting of Political Advertising (TTPA) law. The company stated that the law introduces “significant, additional obligations to our processes and systems that create an untenable level of complexity and legal uncertainty for advertisers and platforms operating in the EU.”
The TTPA, adopted by the European Commission in 2024, mandates comprehensive requirements for companies engaged in ad sales. These include clear labeling of political advertisements, full disclosure of the ad’s sponsor, identification of the specific election or referendum it pertains to, details on the ad’s cost, and transparency regarding any targeting mechanisms employed. Furthermore, the law stipulates that data gathered for political advertising can only be used with explicit consent from the individual or entity. It also strictly prohibits the use of certain sensitive personal data, such as information revealing racial or ethnic origin or political opinions, for profiling purposes.
Despite extensive consultations with EU authorities, Meta, which derives the vast majority of its revenue from advertising, concluded that complying with the TTPA would either necessitate altering its services to an extent that would render them ineffective for advertisers and users, or compel a complete withdrawal from offering such ads. Meta expressed its disappointment, noting, “Once again, we’re seeing regulatory obligations effectively remove popular products and services from the market, reducing choice and competition.”
Meta’s decision is not isolated. Google, another major player in the digital advertising landscape, has also announced its intention to halt the sale of political advertisements in the EU by October. Google raised similar points of contention, highlighting the considerable operational challenges and legal uncertainties posed by the new regulatory framework.
This development underscores the ongoing tension between the European Union and major tech corporations as the bloc continues its concerted efforts to rein in the influence and power of these digital platforms. This aligns with a series of prior and current regulatory battles, including the EU’s landmark AI Act, rigorous enforcement of competition rules, and evolving ad-tracking regulations.
