Google will stop showing political adverts in the EU

Google has announced that it will stop showing political ads in the European Union from 2025. This decision is related to the new rules on transparency and targeting of political advertising (TTPA), which will come into force in October 2025.

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Google believes that these rules create significant operational challenges and legal uncertainty. In particular, the company notes that the TTPA's definition of political advertising is too broad, making it difficult to reliably determine the content to be restricted in different regions of the EU.

Google had previously suspended the display of political ads in France, Canada and Brazil for similar reasons. The new TTPA rules require political ads to be clearly labelled, inform users about who is paying for the ads and which elections they are associated with, and obtain users' explicit consent to display targeted ads. The changes will also introduce a ban on paid political adverts on YouTube that meet the criteria for political advertising under EU transparency rules.

Source: Google