Meta, Facebook’s parent company, has announced it will stop selling and displaying political ads in the European Union (EU) starting October due to the Transparency and Targeting of Political Advertising (TTPA) legislation.
The company expressed concerns over the law’s complexity and its impact on personalized advertising, pointing out extensive transparency requirements for political ads.
The TTPA introduces significant challenges and uncertainties for advertisers and platforms in the EU, leading Meta to the decision.
Threat to Personalized Advertising
Meta stated that the TTPA’s restrictions on ad targeting and delivery will affect how political and social issue advertisers can engage with audiences, resulting in less relevant ads on Meta platforms.
The company highlighted the need to comply with the law, which prohibits the use of certain personal data for ad targeting and requires explicit consent for data usage.
Google’s Similar Decision
Google has also decided to stop selling political ads in the EU by October, citing operational challenges and legal uncertainty posed by the TTPA.
