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Commission publishes guidelines to support the implementation of the Regulation on the Transparency of Political Advertising
Today, the European Commission published guidelines to support the effective implementation of the Regulation on transparency and targeting of political advertising, which will become fully applicable as of 10 October.
These guidelines include practical guidance and detailed explanations to support political actors and providers of political advertising services in applying the new rules. For example, they offer simple steps on how to identify a political ad and how to comply with due diligence obligations. They also aim at supporting Member States' authorities in their oversight functions.
The Transparency of Political Advertising Regulation protects both freedom of expression and freedom of information, helping citizens recognise paid-for political advertising and distinguish it from other content, such as editorial content or political opinions expressed in a personal capacity. It will help safeguard the integrity of electoral processes and support an open democratic debate.
The Regulation sets common EU standards of transparency for political advertising both online and offline. As of 10 October, all political ads will have to be clearly labelled as such and accompanied by some basic information about who paid for them and how much, and whether they are targeted toward a specific audience. The Regulation does not ban political advertising, nor does it regulate the content of political ads. By disclosing relevant information about political ads, the new rules will allow citizens to form their own opinions about the content they see and make informed choices.
The Commission will work actively with Member States, economic operators and other stakeholders to support the smooth application of the rules. The Network of National Contact points will be central to the implementation of the Regulation, including by serving as a platform for regular exchange of information, best practices and structured cooperation between Member States and the Commission. A new stakeholder Expert Group will be established by the Commission to monitor and collect practical feedback on the application of the Regulation. The Commission will also organise an implementation dialogue in 2026 to draw insights from the application of the rules.
In line with the Regulation, the European Commission has set up a portal through which Member States provide the dates of their elections as well as a portal listing the legal representatives of political advertisement providers established outside the EU but registered in a Member State. These portals will support the application of the Regulation.
Background
Political advertising is growing rapidly across both traditional media (newspapers, TV, radio) and digital platforms (websites, social media). Across these different media, people need to be able to easily understand whether they are looking at paid political content offline and online, and know who is trying to reach them in this way.
The Regulation on the Transparency of Political Advertising does not prohibit any type of communication or political advertising. It does not introduce requirements about the content of political ads, fully safeguarding freedom of expression. It does not impose general monitoring requirements to online platforms. The Regulation is based on a system of truthful self-declaration by those who are buying political advertising services.
The Regulation introduces specific requirements related to the targeting of political advertising to make sure that citizens' fundamental rights are respected when such techniques are used.
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