Meta announced on Friday that it will stop selling and displaying political ads in the European Union starting in October. The decision comes in response to the EU’s new Transparency and Targeting of Political Advertising (TTPA) regulation, which Meta described as having “unworkable” requirements.
In a blog post, Meta explained that the TTPA introduces complex and uncertain obligations for advertisers and platforms operating in the EU. The law, adopted by the European Commission in 2024, requires political ads to be clearly labeled and include details about their sponsor, the related election or referendum, the ad’s cost, and the targeting methods used. It also restricts the use of personal data for political advertising unless explicit consent is given and bans certain sensitive data, such as information revealing racial or ethnic origin or political opinions, from being used for profiling.
Meta, which relies heavily on advertising revenue, stated that after extensive consultations with the EU, it concluded that complying with the law would force it to offer an ad service that “doesn’t work for advertisers or users” or cease political ads entirely. The company criticized the regulation, arguing that such rules limit market choice and competition.
Google, another major player in digital advertising, has also announced it will stop selling political ads in the EU by October, citing similar concerns about operational challenges and legal uncertainty.
This move marks the latest clash between the EU and large tech companies as the bloc seeks to regulate the influence of major platforms. The EU has been tightening rules across various areas, including artificial intelligence, competition enforcement, and ad tracking, leading to ongoing disputes with tech giants.
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