Content creators involved in political advertising across the EU must adhere to strict labeling and notification rules, contribute to a centralized European repository, and face tailored obligations if they are small enterprises.

The guidance details obligations for sponsors, service providers, publishers, and content creators, establishing standards for transparency, record-keeping, and restrictions on cross-border political advertising.

The European Commission has issued draft guidance to help implement Regulation (EU) 2024/900, which aims to improve transparency and targeting in political advertising, and is currently seeking stakeholder feedback.

This regulation, effective from October 10, 2025, emphasizes transparency by requiring clear labeling, disclosure of funding sources, and restrictions on targeted advertising techniques.

The regulation broadens the definition of political advertising to include any message influencing elections or legislative processes, covering various political actors and issue campaigns.

It also addresses the challenges of cross-border political advertising and aims to prevent foreign interference in democratic processes.

Guidance restricts targeting methods, banning profiling based on sensitive personal data and targeting individuals under voting age.

Enforcement will involve sanctions and oversight by Member State authorities to ensure compliance with the new rules.

Feedback from stakeholders such as political actors, publishers, and national authorities is invited by August 4, 2025, to shape the final guidance.

A European repository will be established to centralize data on online political ads, with standardized protocols for data sharing and public access, launching by April 10, 2026.

During election periods, political ads will only be accessible to EU citizens and residents, limiting involvement from third countries.

The regulation underscores the importance of distinguishing paid political advertising from unpaid content to ensure transparency.

Publishers will be required to label each political ad and include transparency notices about funding sources, enhancing public understanding.