Political Advertising

Political advertising is any paid communication made by or on behalf of a political actor that is intended to influence people's voting behaviour, election outcomes, or legislative processes. It includes ads in newspapers, on TV, radio, online platforms, social media, and other channels. The key is that someone pays for it and it has a political purpose—such as promoting a candidate, party, or referendum position.

Legal Basis

"Political advertising means the preparation, placement, promotion, publication or dissemination, by any means, of a message:

(a) by, for or on behalf of a political actor, unless it is of a purely private or a purely commercial nature; or

(b) that is liable to influence the outcome of an election or referendum, the voting behaviour, or the legislative or regulatory process, unless it is editorial content, journalistic content, or content which has artistic or entertainment value."

— Article 2(3), Regulation (EU) 2024/900

Why It Matters

Political advertising affects voters, candidates, political parties, publishers, platforms, influencers, and anyone involved in election campaigns or political debate. Under the EU Regulation on the transparency and targeting of political advertising (TTPA), all political ads must be clearly labelled, disclose who paid for them, and provide transparency information. This applies whether the ad appears online or offline—on social media, search engines, TV, radio, newspapers, or anywhere else.

The regulation ensures that citizens can recognise when they are being advertised to for political purposes and understand who is behind the message. It also restricts the use of personal data for targeting political ads and limits sponsorship by entities outside the EU during election periods. Failure to comply can result in significant fines and enforcement action by national authorities.

For platforms, publishers, influencers, and political actors, understanding what counts as political advertising is essential to meeting transparency, disclosure, and targeting obligations. It determines whether you must label content, provide transparency notices, keep records, and restrict certain targeting techniques.

Key Points

Paid communication: Political advertising involves payment or other remuneration (including benefits in kind) for placing, promoting, or disseminating the message.
Political purpose: The ad must be made by or for a political actor, or be likely to influence elections, referendums, voting behaviour, or legislative processes.
Any medium: Applies to online platforms, social media, search engines, TV, radio, print, outdoor ads, and any other channel.
Transparency required: All political ads must be clearly labelled and accompanied by transparency information (sponsor, amounts, reach, etc.).
Targeting restrictions: Using personal data to target political ads online is strictly limited under the regulation.
EU-wide rules: The regulation harmonises transparency and targeting rules across all EU Member States to prevent fragmentation and ensure fair campaigns.

Political Advertising vs. Editorial Content

Political advertising is paid communication to influence political outcomes, while editorial content is journalistic or editorial material published without payment for placement. A newspaper article about an election is editorial content; a paid ad in the same newspaper promoting a candidate is political advertising. The distinction matters because the regulation's transparency and targeting rules apply only to political advertising, not to editorial or journalistic content. However, if a party or candidate pays for prominent placement or sponsored content, that can be political advertising even in a media outlet.

Related Terms

Political Actor
Sponsor
Provider of Political Advertising Services
Publisher
Targeting Techniques
Transparency Notice
Ad-Delivery Techniques
Internal Activity
Third-Country Entity
Competent Authority

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.