Meta to halt political advertising across EU platforms by October

Meta, the parent company of Facebook, Instagram, and Threads, announced on July 25 that it will suspend all political advertising in the European Union starting in early October, attributing the decision to ambiguity and complexity surrounding the bloc’s forthcoming election transparency regulations.

In a blog post, Meta stated that it will no longer permit advertisements related to political, electoral, or social issues across its platforms in the 27-member EU from the fall onward, according to US media reports.

The move comes in anticipation of the EU’s new Transparency and Targeting of Political Advertising rules, which are set to come into force on October 10.

According to Meta, the regulations pose "significant operational challenges and legal uncertainties" that make it unfeasible for the company to continue political advertising in the region. The company described the rules as “unworkable,” pointing to the excessive complexity and legal risks they introduce for both advertisers and digital platforms.

Meta is not alone in its concerns. Last year, Google similarly declared that it would discontinue political advertising for EU users ahead of the new rules’ implementation, also citing difficulties in compliance.

The EU regulations will require all political ads to be clearly labelled, with transparency around who financed the advertisement and which election, referendum, or legislative matter it pertains to. In addition, these ads must be stored in an accessible database and will be subject to strict guidelines on how they can be targeted to users.

Meta warned that the new law introduces extensive new requirements to its advertising processes, creating what it described as an “untenable level of complexity and legal uncertainty.” Companies found in violation of the law could face penalties of up to 6% of their global annual turnover.

The EU has introduced these measures as part of broader efforts to limit foreign interference in elections and to enhance accountability and transparency on digital platforms. These initiatives also align with other digital legislation from Brussels focused on protecting citizens’ privacy and improving online safety, although such moves have drawn criticism from President Donald Trump’s administration, which has opposed the EU’s approach to regulating digital space.

Despite the upcoming advertising restrictions, Meta clarified that its decision will not hinder users from engaging in political discussions or stop politicians, candidates, and public officials from posting political content. However, such messages can no longer be promoted using paid ads.

“Political content can still be shared organically,” Meta said, “but it will not be eligible for amplification through paid promotion.”

By Tamilla Hasanova