From now on, political advertisements across the European Union must tell citizens who is paying, who is targeted, and why. The European Commission’s new regulation on the transparency and targeting of political advertising, which took effect on 10 October 2025, marks the most ambitious step yet to secure the integrity of elections and safeguard privacy in the digital age.
The rules are designed to bring clarity to a murky world of algorithmic influence and cross-border campaigning. “In the age of information, we are increasingly faced with hidden political persuasion,” the Commission said in its announcement. The goal: make political messages visible, verifiable, and voluntary.
Clear Labels and Informed Consent
Under the new regime, every paid political advertisement—whether online, on television, or in print—must be clearly labelled and include essential information:
- the identity of the sponsor,
- the amount paid,
- the election or referendum it concerns, and
- details of any targeting or amplification techniques used.
Online targeting is now restricted to cases where users have given explicit, separate consent to the use of their personal data for political purposes. Sensitive data such as political opinions, ethnicity, or religion are strictly off-limits for profiling.
The Commission emphasized that these protections are meant to preserve both freedom of opinion and data privacy, ensuring that voters are not unknowingly manipulated by opaque digital campaigns.
Foreign Influence Under Scrutiny
One of the most significant provisions is a ban on foreign-funded political ads within the three months preceding any election or referendum in an EU country. The measure aims to curb external interference—a problem highlighted during multiple European and U.S. electoral cycles in the past decade.
“Transparency is the antidote to manipulation,” said an EU official familiar with the regulation, describing the law as “a cornerstone of Europe’s democratic resilience.”
Editorial and personal expressions of opinion remain untouched: the regulation does not apply to journalism or private commentary.
Part of a Broader Democratic Strategy
The new framework complements earlier EU initiatives such as the European Democracy Action Plan (2020), which sought to counter disinformation and bolster media freedom. Later this year, the Commission is expected to introduce the European Democracy Shield, a long-term strategy to protect, strengthen, and promote democracy within the Union.
To guide implementation, the Commission’s Directorate-General for Communication has issued detailed guidelines for all stakeholders—sponsors, publishers, and service providers—explaining how to comply with the new requirements.
A European Approach to Digital Accountability
With national and European elections approaching in 2026, the regulation signals that Brussels intends to lead globally on digital political transparency. By turning opacity into accountability, the EU hopes to restore public trust in how democratic debate is financed and delivered.
