Meta, Facebook’s parent company, will stop selling and displaying political ads in the EU as of October. This decision is in response to the Transparency and Targeting of Political Advertising (TTPA) legislation in the Bloc. Meta’s concerns revolve around the law’s complexity and its impact on personalized advertising.
The TTPA requires political ads to be transparent, including clear labeling, sponsor disclosure, and obtaining consent for data usage. Meta stated that the TTPA introduces additional obligations that make it challenging for advertisers and platforms in the EU.
Impact on Ad Targeting
According to Meta, the TTPA’s restrictions on ad targeting will limit political and social issue advertisers in reaching their audiences. This limitation could result in less relevant ads being seen on Meta’s platforms, affecting personalized advertising principles.
Data Transparency and Consent
The TTPA, adopted by the European Commission in 2024, enforces data transparency for political ads. Companies selling such ads must clearly label them, disclose sponsors, election details, costs, and targeting methods. The law also mandates explicit consent for using data collected from political ads.
Meanwhile, Google has also decided to cease selling political ads in the EU by October, citing operational challenges and legal uncertainties brought by the new legislation.
