New EU rules on political advertising come into effect 

Have you ever run into a political advertisement in a newspaper or a webpage, without being aware that a political party or a foreign entity was behind it? This is just one example, in the age of information, we are increasingly faced with. From 10 October, new EU-wide rules apply that will help us to navigate and understand this complex online and offline political arena better, with more transparency.   

The rules make it easy for us to recognise political advertisements, understand who is paying for them and know whether and how we were targeted to receive these advertisements. This way we are better placed to exercise our democratic rights in an informed manner. The new rules will also ensure that political advertising fully respects our right to privacy and that our freedom of opinion and freedom of speech are protected.  

From now on in the EU:  

• paid and/or targeted political advertisements must be labelled as such and provide some key information about them, including their sponsor, the election or referendum to which they are linked, the amounts paid, and any use of targeting techniques.
• targeting of political advertisements online will respect stricter conditions. Data collected from a person can be used only after they have given explicit and separate consent for its use for political advertising. Special categories of personal data, such as data revealing political opinions, racial or ethnic origin cannot be used for profiling.
• to prevent foreign interference, ads paid for by third country sponsors will not be possible in the three months before an election or referendum in an EU country.  

The new rules do not apply to any views expressed in a personal capacity and editorial content.  The Regulation does not regulate the content of political ads.

The European Commission has issued guidelines on how those affected by the rules can effectively implement them. This includes sponsors, providers of political advertising services and political advertising publishers.  

These political advertising rules complement other initiatives launched by the EU to protect our democracy and to promote free and fair elections. In 2020, the Commission launched a European Democracy Action Plan to empower citizens, strengthen media freedom and build more resilient democracies across the EU.  

Looking ahead, by the end of 2025 the Commission will adopt the European Democracy Shield, a strategic framework designed to safeguard, strengthen and promote democracy in the EU. 

For more information  

Democracy and electoral rights  

Press release on the guidelines to support the implementation of the Regulation on the Transparency of Political Advertising 

Protecting our democracy, upholding our values  

Political advertising portal