New EU rules on online political ads spark backlash from tech firms and politicians
New European Union rules on political advertising came into force on October 10, aiming to boost transparency and combat foreign interference. But the legislation has already triggered strong resistance from tech companies and political actors alike.
Regulation 2024/900, adopted in March 2024, requires online political ads to include clear disclosures: who paid for the ad, how much they spent, and whether targeting techniques were used. The goal is to protect electoral integrity and prevent disinformation, especially from foreign information manipulation and interference (FIMI) campaigns.
However, critics argue the regulation could stifle public debate, particularly for smaller political parties, independent candidates, and civil society groups that rely on digital platforms to reach voters.
Tech giants like Google, Meta, and Microsoft have expressed concerns about compliance costs and legal risk, with some even considering pulling political ads from EU markets altogether. EU lawmaker Sandro Gozi, who led the regulation in Parliament, dismissed the pushback: “In Europe, democratic rules are not optional.”
Political figures also worry the rules could reduce the volume of political content online, disproportionately affecting new or under-resourced campaigns. Some fear this could lead to a narrower public discourse and weaken democratic pluralism.
The European Commission published guidance this week to help platforms and political groups implement the law. The topic will be debated in the European Parliament’s Internal Market Committee (IMCO) on October 16.
