Meta will implement a ban on all political, electoral, and social issue ads in Europe starting October due to new incoming regulations. The company finds the new provisions overly complex and beyond what is feasible for its ad systems. Meta highlights its existing transparency tools for political advertising since 2018, arguing these are more robust than any competitor. It expresses that the new regulations threaten personalized advertising principles and overlooks the value of online political ads in engaging the electorate and informing them regarding candidates.
Since 2018, we've had tools in place which provide more transparency for ads about politics, elections and social issues than any other platform, on or offline, as well as other extensive safeguards [...] Unfortunately, the TTPA introduces significant, additional obligations to our processes and systems that create an untenable level of complexity and legal uncertainty for advertisers and platforms operating in the EU.
It is yet another threat to the principles of personalized advertising, ignoring the benefits to advertisers and the people they want to reach.
We continue to believe online political advertising is a vital part of modern politics, connecting people to important information about the politicians that represent them, and ensuring candidates have a cost effective way of reaching their audiences.
That's why Meta has gone above and beyond many of our peers - and well beyond what is required by law - to ensure the political ads served on our platforms are authentic and information about them is transparent.
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