Type something to search...
to navigateto selectESC to close

Labeling Requirements

Labeling requirements under the TTPA Regulation mandate that all political advertisements must be clearly marked as such and include specific transparency information. Publishers must ensure that political ads are immediately recognizable to the public, with a transparency notice accessible directly from the ad. These requirements apply to all paid political advertising, whether online or offline, to help voters make informed decisions.

Legal Basis

"Providers of political advertising publishing services shall ensure that political advertisements are marked as such in a very prominent, directly visible and unambiguous manner... Publishers shall ensure that a transparency notice is accessible directly from the political advertisement."

— Article 10, Regulation (EU) 2024/900

Why It Matters

Labeling requirements affect anyone who publishes or disseminates political advertising, including online platforms, newspapers, broadcasters, influencers, and other media outlets. When acting as publishers, these providers must ensure every political ad carries a clear label indicating it is political advertising, along with an easily accessible transparency notice containing detailed information about the sponsor, funding, and reach.

For voters and the public, these requirements mean greater transparency about who is trying to influence their political views. The labels help distinguish political advertising from editorial content or organic posts, reducing the risk of manipulation and disinformation. For advertisers and platforms, compliance means implementing technical and editorial systems to properly label ads and make transparency information available.

The regulation recognizes that different media have different capabilities—offline newspapers cannot provide the same interactive transparency notices as online platforms—so implementation must be adapted to each medium while maintaining the core principle of immediate recognizability.

Key Points

  • Visible labeling: Every political ad must be clearly marked as political advertising in a way that is immediately obvious to viewers or readers
  • Transparency notice: A detailed transparency notice must be accessible directly from the ad, containing information about the sponsor, amounts paid, and reach
  • Universal application: Requirements apply to all forms of political advertising—online platforms, social media, television, radio, print, and outdoor advertising
  • Publisher responsibility: The obligation falls on publishers (those who display or disseminate the ad), though sponsors must provide the necessary information
  • Medium-specific adaptation: The exact implementation may vary by medium (e.g., clickable links online vs. QR codes in print) but the transparency goal remains constant
  • Real-time compliance: Labels and transparency information must be in place at the moment of publication, not added retroactively

Labeling Requirements vs. Transparency Notice

While closely related, labeling requirements and the transparency notice serve different purposes. The label is the prominent marker that immediately identifies content as political advertising—think of a banner reading "Political Ad" or "Paid Political Content" that appears on or near the advertisement itself. This label must be visible without any user action.

The transparency notice is the detailed information package that explains who paid for the ad, how much was spent, who was targeted, and other specifics. This notice must be accessible directly from the ad (for example, via a link or icon) but does not need to be fully visible at first glance.

Aspect Labeling Transparency Notice
Visibility Must be immediately visible Must be easily accessible (e.g., one click away)
Content Simple identification ("Political Ad") Detailed information (sponsor, amounts, targeting, etc.)
Purpose Alert viewers that content is political advertising Provide full transparency about the ad's origin and funding
Format Short text or icon on the ad itself Structured information panel or page

Both are mandatory and work together to ensure full transparency.

Related Terms

Labeling requirements: Core Facts

Status
Active Definition
Verified
2026-03-07

Related

Very transparent. Every political ad will be labelled, linked to a transparency notice with detailed information, and online ads will be searchable in a central European repository.
The Network coordinates election-related cooperation between member states. National contact points for TTPA enforcement should be members of this network where possible.
Election campaigns will need to ensure all paid advertising includes proper labels and transparency notices. Sponsors must be prepared to provide required information to all service providers.
Several major platforms currently do not allow paid political advertising, including some large social networks. This limits where political actors can place paid online advertisements.
The TTPA applies from 10 October 2025. Member States had until 10 April 2025 to designate competent authorities, and the Commission must provide label templates by 10 July 2025.
Publishers must ensure completeness and accuracy of certain information but are not required to verify all sponsor claims. They must correct manifestly erroneous information when they become aware of it.
Yes. When a hosting provider and a website both display an ad, both are considered publishers with responsibility for their specific services. Contracts should clarify how they share compliance duties.
If a publisher removes or disables access to a political ad due to illegality or terms violations, they must still provide access to the transparency information for the full seven-year retention period.