New EU regulation: Google will no longer run political ads
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Political ads will also be banned on YouTube!
Google in the TTPA (which is planned to come into force in October 2025).Transparency and targeting in political ads) says the definition of political advertising is too broad, making it difficult to reliably determine what content should be restricted on a large scale in different EU regions. The search giant plans to stop running political ads before the TTPA goes into effect and says it will continue to evaluate its decision and will share more information regarding timing next year.
Google previously suspended its political ad service in France, Canada and Brazil due to similar issues complying with local regulations. In its announcement, Google said, “Throughout the legislative process, we shared concerns 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 enable us to comply with its requirements” he said.
The upcoming TTPA rules will require online political ads to be clearly labeled to help inform people about whether they are being targeted by an ad, who paid for the ads, how much was paid, and what election or referendum it is linked to. Advertising providers must also obtain explicit consent from users to serve targeted political ads and will not be able to use the data and personal information of people under a certain age.
The change also qualifies as political advertising under EU transparency rules. It will also ban paid political promotions on YouTube.
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