Company cites legal uncertainty over incoming EU ad rules
Meta Platforms announced it will stop running all political, electoral, and social issue advertisements across the European Union starting in early October. The decision comes in response to the bloc’s new Transparency and Targeting of Political Advertising (TTPA) regulation, set to take effect on October 10. The company cited significant legal and operational uncertainties posed by the regulation as the reason for its move.
The legislation, passed to counter election interference and disinformation, will require digital platforms to label political ads clearly, disclose sponsors and funding, and specify which elections are being targeted. Failure to comply could lead to fines of up to 6% of global annual revenue.
Big Tech pushback against stricter EU oversight
Meta’s decision mirrors a similar move by Google’s parent company Alphabet, which last year also announced it would suspend political ads in the EU under the new law. The coordinated response from U.S. tech giants signals growing friction between Big Tech and European regulators over the enforcement of transparency and content standards.
In a blog post, Meta expressed concern that the new rules could backfire. “We believe that personalised ads are critical to informing voters on issues that shape public discourse,” the company said. “Regulations like the TTPA undermine this ability, limiting both advertiser effectiveness and voter access to comprehensive information.”
Broader regulatory scrutiny intensifies
Meta is already under investigation by the European Commission for allegedly failing to combat disinformation and deceptive advertising during the 2024 European Parliament elections. That inquiry is being conducted under the Digital Services Act (DSA), another sweeping regulation aimed at curbing harmful content online.
Other platforms are facing similar scrutiny. ByteDance’s TikTok is under investigation for potential election interference, particularly during Romania’s presidential election. These investigations reflect mounting pressure on tech companies to improve content moderation and ad transparency across the EU.
Uncertain future for political outreach online
The removal of political and social issue ads from platforms like Facebook and Instagram will likely affect campaigners, advocacy groups, and NGOs who rely on digital targeting to reach voters. Critics argue that the rules, while well-intentioned, may reduce the visibility of legitimate issue-based campaigns during crucial election periods.
As the new law approaches implementation, platforms are expected to reevaluate their advertising models in Europe, potentially reshaping how political discourse and civic engagement are conducted online.
