Meta to Halt Political Ads in EU Ahead of Elections

Meta to Halt Political Ad Sales in the EU

Responding to forthcoming EU regulations concerning political advertising, Meta announced on Friday a cessation of both the sale and display of political advertisements within the European Union, effective from October.

The tech corporation characterized the legislation’s stipulations as “unfeasible” in a blog post. It explained that the law, formally known as the Transparency and Targeting of Political Advertising (TTPA), introduces “substantial, supplementary obligations to our procedures and systems.”

Understanding the TTPA Regulations

The TTPA, adopted by the European Commission in 2024, compels companies involved in ad sales to distinctly identify political advertisements.

Furthermore, it necessitates the provision of detailed information regarding the advertisement’s sponsor, the relevant election or referendum, the associated costs, and the specific targeting strategies employed.

Data Usage and Consent

The legislation also stipulates that any data gathered for the purpose of serving political advertisements can only be utilized with explicit consent from the individual or entity for political advertising purposes.

Certain categories of personal data, including information pertaining to racial or ethnic origin, or political affiliations, are prohibited from being used for profiling purposes.

Meta’s Response and Concerns

These requirements appear to present significant challenges for Meta, a company heavily reliant on advertising revenue.

After extensive consultations with EU authorities, Meta concluded that compliance would necessitate either a fundamental alteration of its advertising services – resulting in a product that is “unsuitable for both advertisers and users” – or a complete withdrawal from the political ad market.

“We are again observing regulatory mandates effectively leading to the removal of widely used products and services from the market, thereby diminishing consumer choice and competition,” Meta stated.

Google’s Similar Decision

Google, another major player in the advertising sector, has voiced comparable concerns and will also discontinue the sale of political ads in the EU by October.

The company cited substantial operational difficulties and legal ambiguities as key factors influencing its decision.

Ongoing EU-Big Tech Conflicts

This development represents the latest in a series of disputes between the EU and major technology companies. The EU is actively seeking to moderate the influence and power wielded by these platforms.

Tech firms are currently contesting the EU’s AI Act, the enforcement of competition regulations, ad-tracking rules, and a range of other initiatives.

Key takeaway: The TTPA regulations are significantly impacting the landscape of political advertising within the EU.