Meta—the parent company of Facebook, Instagram, and WhatsApp—has announced that it will halt all political advertising in the European Union by October, blaming what it called “unworkable” requirements imposed by the bloc’s new rules on online campaigning.
Meta said that the TTPA creates “significant operational challenges and legal uncertainties” that make it impossible to continue offering political ad services in the EU. The company added that the new restrictions would reduce the relevance of ads and undermine the personalized advertising model that underpins much of its business.
“We believe that personalised ads are critical to a wide range of advertisers, including those engaged on campaigns to inform voters about important social issues that shape public discourse,” Meta said. “Regulations, like the TTPA, significantly undermine our ability to offer these services, not only impacting effectiveness of advertisers’ outreach but also the ability of voters to access comprehensive information.”
Facing what it said is an “impossible choice” between offering an advertising product that neither users nor advertisers want, and halting political and social issue advertising entirely, Meta is opting for the latter.
“Once again, we’re seeing regulatory obligations effectively remove popular products and services from the market, reducing choice and competition,” the company said.
Meta stressed that the decision does not apply outside Europe and will not prevent politicians, candidates. or users in the EU from posting political content organically.
EU officials have said that the new rules are necessary to curb covert influence campaigns and protect elections from “disinformation.”
“Digital technologies make citizens more vulnerable to disinformation and foreign interference,” he said at the time. “The rules adopted today play a pivotal role in helping citizens discern who is behind a political message and make an informed choice when they head to the polls.”
Gozi reacted critically to Meta’s announcement that it would halt political ads in the EU, describing it as a sign the company was unwilling to meet basic transparency standards.
Echoing some of Google’s concerns, the Civil Liberties Union for Europe, an advocacy group, argued that the law’s vague wording risks stifling free speech, in particular around social issues and civic discussions.
“To uphold a healthy public sphere and support civil society in an increasingly restrictive environment, we urge the Commission to narrow the interpretation of political advertising in forthcoming guidance.”