Transparency Notice Format
A transparency notice format is the standardized way information about a political advertisement must be presented to the public under EU law. It specifies what details must be disclosed, how they should be organized, and where they should be displayed so that anyone viewing the ad can easily understand who paid for it, how much was spent, and who is being targeted.
Legal Basis
"Publishers shall ensure that political advertising published by them is clearly and unambiguously marked as such… Publishers shall also ensure that the transparency notice… is easily and directly accessible to the recipient… in a format that is machine-readable and easily accessible and retrievable."
— Article 10, Regulation 2024/900
"The transparency notice shall include the following information… presented in a clear, easily readable, intelligible and comprehensive manner."
— Article 10(3), Regulation 2024/900
Why It Matters
The transparency notice format directly affects publishers, platforms, sponsors, and anyone disseminating political advertising. Publishers must ensure the notice is presented in a standardized, machine-readable format that recipients can easily access and understand. This means the information cannot be buried in fine print or hidden behind multiple clicks.
For publishers and platforms, implementing the correct format requires technical infrastructure that can capture, store, and display the required transparency information in real time. The format must be accessible across different devices and media types, whether the ad appears on social media, a news website, television, or radio.
Individuals benefit because a standardized format makes it easier to compare political ads and understand who is trying to influence their vote. Regulators and civil society organizations can also monitor compliance more effectively when all transparency notices follow the same structure.
Key Points
- Machine-readable requirement: The transparency notice must be provided in a format that can be automatically processed and analyzed, enabling oversight and research
- Direct accessibility: Recipients must be able to access the notice easily and directly, not through complex navigation or multiple steps
- Clear presentation: Information must be displayed in a way that is easy to read, understand, and comprehensive, avoiding technical jargon or confusing layouts
- Mandatory elements: The format must include sponsor identity, spending amounts, targeting criteria, publication period, and publisher contact information
- Cross-media application: The format principles apply to both online and offline political advertising, though implementation differs by medium
- Retention requirements: The transparency notice format must support record-keeping obligations, allowing information to be preserved and retrieved for at least five years
Transparency Notice Format vs. Transparency Notice
While a transparency notice refers to the actual information that must be disclosed about a political advertisement, the transparency notice format is the standardized structure and presentation method for that information. The notice is the content; the format is the container and delivery method.
The format requirements ensure that transparency notices are consistent across different publishers and platforms, making it easier for the public to find and understand the information. Without a standardized format, each publisher could present the same information differently, reducing the effectiveness of transparency requirements.
| Aspect | Transparency Notice | Transparency Notice Format |
|---|---|---|
| What it is | The information to be disclosed | How that information is presented |
| Focus | Content requirements | Structure and accessibility |
| Example | "Sponsored by Party X, €5,000" | Machine-readable JSON with specific fields |