Google announces it will stop showing political ads in the EU.
It is mentioned that the upcoming transparency regulations are too vague.
Google has decided to suspend the display of political ads to users in the European Union starting next year, due to the uncertainty generated by the bloc's new transparency regulations. In a recent blog post, the company explained that the upcoming Transparency and Political Advertising Focus (TTPA) rules, designed to prevent electoral interference and help voters make informed decisions, present significant “operational challenges and legal uncertainties.”
The company warned that the definition of political advertising in the TTPA, which will come into effect in October 2025, is too broad, complicating the reliable identification of content that should be restricted in different regions of the EU on a large scale. As a result, Google plans to cease the dissemination of political ads before the new regulations take effect, committing to reassess its decision and provide more details about the exact timing of the suspension.
This is not the first time Google has interrupted its political ad service; it had previously done so in France, Canada, and Brazil, also due to compliance issues with local regulations.
In its announcement, Google expressed its concerns during the legislative process about the potential impact of the TTPA and the difficulties posed by some of its requirements, noting that the regulation failed to provide the clarity and specificity necessary to comply with its provisions. The new TTPA rules will require online political ads to be clearly labeled to inform users if they are being targeted by an ad, who funds it, how much is paid, and which elections or referendums it is linked to. Additionally, ad providers will need to obtain explicit consent from users to show them targeted political ads, and they will be prohibited from using data from minors and certain personal information.
This measure will also entail the prohibition of paid political promotions on YouTube that are classified as political ads under the EU's transparency rules. Google had already expressed its concerns regarding the proposed regulations in a blog last February, arguing that the restrictions could affect its recommendation systems and that greater clarity was needed on what constitutes a political ad.
