• Source:JND
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Meta Platforms, Inc., has announced that it will cease all political, electoral, and social issue advertising in Europe starting in October 2025. This follows new European Union (EU) directives aimed at political advertising which, in Meta's view, pose, “significant operational challenges and legal uncertainties.” Meta Platforms, Inc., has announced that it will cease all political, electoral, and social issue advertising in Europe starting in October 2025. This comes in response to new European Union (EU) directives aimed at political advertising which, in Meta's view, pose, “significant operational challenges and legal uncertainties.”

Following Google's announcement in November 2024, this indicates the continued defiance of Big Tech to EU attempts at regulation and responsibility in political advertising.

What Are the EU’s New Political Ad Rules?

The Transparency and Targeting of Political Advertising (TTPA) will be effective October 10, 2025, to mitigate misinformation and foreign influence in the elections of the EU’s 27 member states.

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Key requirements under TTPA include:

  • Labelling political ads with the sponsor’s name and payment details.
  • Disclosure of targeted elections and corresponding financials.
  • Strict compliance obligations for hosting platforms.  

There will be fines of up to 6% of the annual global turnover for noncompliance, as reported by Reuters.

Why is Meta Ending Political Ads?

According to Meta, the complexity and uncertainty surrounding new EU rules will present advertisers and platforms with an unprecedented challenge.

The company stated:

  • “Personalised ads are critical to informing voters about important social issues.”
  • Regulations like the TTPA could reduce advertisers’ outreach effectiveness and limit voters’ access to comprehensive information.

 

Meta is more concerned about the over-arching consequences that public and civic discourse would be restricted, rather than enhanced, as a result of these interventions.

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The Bigger Picture: Big Tech vs. EU Regulations

The EU is using political advertising as the first case example where the Tech Giants ignore the EU's efforts to rein in the influence of Big Tech over public discourse, elections, as well as public sentiment. The other rebuttal is coming from Google and Meta as they are arguing from the advertising technology and innovation standpoint.

Final Thoughts

The decision made by Meta signals a significant change in the context of social issues and political advertising. Meta decided to proactively restrict advertising and has shifted their focus to the protection of the user. As the TTPA enforcement deadline approaches in 2025, social platforms are likely to shift to a compliance-free advertising model, altering the paradigm between voters and political campaigners.