EU political ad rules spark backlash as tech giants pull plug

Fresh European Union rules aimed at increasing transparency around political advertising have triggered a wave of criticism after major tech platforms including Google, Meta, and Microsoft chose to shut down such ads across the EU rather than comply.

The new law — the Transparency and Targeting of Political Advertising Regulation — came into force on October 10. It requires platforms to disclose details like who paid for political ads, the cost, targeting methods, and which election or legislative process the ad is linked to. But tech companies argue the requirements are overly complex and the definition of political ads too broad, Politico writes.

In response, Google stopped running political ads in the EU, citing the broadness of the definition. Meta criticized restrictions on targeting, saying they ignore “the benefits [of personalized ads] to advertisers and the people they want to reach.” Microsoft also stopped running issue-based ads, which could include topics like climate change, migration, or human rights.

Critics warn the move will hurt democratic debate. Veronika Cifrová Ostrihoňová, a liberal Slovak MEP, said:

“Smaller, newer parties and independent candidates will lose an affordable channel to reach voters, while large, well-followed accounts remain largely unaffected.”

She added that platforms are “taking the easier route,” calling it “a worrying signal” that firms are unwilling to compromise with lawmakers.

Piotr Müller, a Polish hard-right MEP, slammed the rules as “over-regulation gone wild,” warning it will consolidate the political market in favor of large parties. “This undermines pluralism and freedom of public debate,” he said.

Others say the blackout will boost more extreme political voices, as moderate candidates struggle to gain traction online.

“You cannot get 50 million views for boring policy videos. If your politicians do not have social media rizz, I think it disadvantages them now,” said Sam Jeffers, co-founder of WhoTargetsMe, a group tracking online campaigns.

Jeffers also raised alarm over the loss of ad transparency tools. “Seven years of historical data is gone” from Google’s political ad library, he said.

Although Google insists political ads will still appear in its broader ad archive, the data appears limited to recent activity and lacks detail such as spending — a step back from previous transparency standards.

Non-profits and civil society groups are also impacted. Eoin Dubsky from Eko, a campaign group, warned the law could limit campaigning and fundraising:

 “Small organizations that are essential to EU democracy will see their options limited.”

The Commission only clarified days before the law took effect that NGO awareness campaigns aren’t always considered political ads.

Despite backlash, the European Commission defended the law. Spokesperson Markus Lammert stressed it “does not ban political advertising” and said companies are free to make their own commercial decisions. However, he acknowledged concerns and confirmed ongoing discussions with platforms and member states. The EU will review the law’s impact in 2026.

Alexandra Geese, a German Greens MEP, called for the EU to focus instead on regulating “toxic algorithms” that promote disinformation. The law, she argued, risks distracting from bigger digital challenges.

By Sabina Mammadli