Regulation (EU) 2024/900 on the transparency and targeting of political advertising

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Series Details 2024/900
Publication Date 20/03/2024
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Regulation (EU) 2024/900 - adopted by the co-legislators on 13 March 2024 - focusing on the transparency and targeting of political advertising. This is a text with EEA relevance.

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Political advertising services in the European Union (EU) have developed over the years. The overall growth and particularly the increase in relevant online services, in a context of unevenly enforced and fragmented regulation, prompted concerns that the internal market was not equipped to provide political advertising to a high standard of transparency to ensure a fair and open democratic process in all Member States. Such concerns at regulatory gaps and insufficient transparency prompted some Member States to intervene with measures, but action at national level is insufficient to close gaps in cross-border enforcement.

This Regulation lays down harmonised rules, including transparency and related due diligence obligations, for the provision of political advertising and related services. It includes rules for sponsors, where applicable, on the collection, retention, disclosure and publication of information related to the provision of such services in the internal market. It also lays down harmonised rules on the use of targeting techniques and ad-delivery techniques that involve the processing of personal data in the context of the provision of online political advertising. The Act also regulates the supervision and enforcement of this Regulation, including as regards the cooperation and coordination between the competent authorities.

The need to deal with these issues was announced the Political Guidelines of the President of the European Commission and in the European Commission's European Democracy Action Plan (EDAP). The draft law was tabled by the European Commission on 25 November 2021 as part of a legislative package aimed at protection election integrity and promoting democratic participation. The Council of the European Union adopted its general approach to the proposal on 13 December 2022. The plenary of the European Parliament adopted its negotiating position on 2 February 2023. An informal agreement between the co-legislators on a compromise text for this file was reached on 6 November. This was endorsed by the Parliament on 27 February 2024 and by the Council on 11 March. The Act was signed by the co-legislators on 13 March 2024 and published in the Official Journal on 20 March 2024.

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Commentary and Analysis
Politico, 23/11/2021: 5 things you need to know about Europe’s political ad rules
Google: Google in Europe Blog, 25/11/2021: New EU political ads law is a step in the right direction
European Democracy Consulting, 11/02/2022: Assessing the European Commission’s proposal for the reform of European political parties
European Law Blog, 23/02/2022: The Proposed EU Regulation on Political Advertising Has Good Intentions, But Too Wide a Scope
European Digital Rights (EDRi): Resources, 23/03/2022: Not everything is allowed in politics: Upcoming political advertising legislation must introduce limits
European Broadcasting Union (EBU): News, 10/05/2022: Political advertising: EBU reacts to the European Commission's proposal
European Publishers Council (EPC), 29/06/2022: EPC position of the on the Regulation on transparency of political advertising
European Center for Not-for-Profit Law (ECNL): News, 02/08/2022: Proposed EU regulation, controversial national bills and ECNL's recommendations on online targeted political ads.
Disruptive Competition Project (DisCo), 26/10/2022: Political Advertising in the EU: Bridging the Gap Between Politicians and Citizens
Center for European Policy Analysis (CEPA): Insights & Analysis, 22/02/2023: Political Ads or Free Speech? Europe Debates the Answer
Google: Google in Europe Blog, 23/02/2023: Five considerations for the EU’s new political ads rules
European Journal of International Law (EJIL): Talk! Blog, 24/02/2023: For Propaganda Without Disinformation: Draft EU Regulation on Political Advertising
London School of Economics (LSE): Media@LSE Blog, 09/03/2023: Regulation of online political advertising in Europe and potential threats to freedom of expression
DSA Observatory: Analysis, 16/03/2023: The EU is going too far with political advertising!
EurActiv: Podcasts: The Tech Brief, 17/03/2023: Political advertising: progress and prospects as trilogues begin
Verfassungsblog, 23/03/2023: Political Advertising and Disinformation. The EU Draft Regulation on Political Advertising Might De-Amplify Political Everyday-User Tweets - and Become a Blueprint for Stronger Online Platform Regulation
Human Rights Watch (HRW): News, 27/03/2023: EU: Stronger Rules Needed for Political Ads
European Digital Rights (EDRi): Resources, 31/05/2023: Will the European Union allow politicians to use your personal data for political advertising?
The Conversation, 26/06/2023: Fake news: EU targets political social media ads with tough new regulation proposal
Article 19: Resources, 23/08/2023: EU: Political Advertising Proposal is well-intentioned yet concerning
European Digital Rights (EDRi): Resources, 12/10/2023: Political negotiations continue: EU lawmakers fail to agree on strong rules for regulating political advertising
KU Leuven: Centre for IT & IP Law: CiTiP Blog, 24/10/2023: The proposed EU regulation on political advertising. Reconciling fundamental rights safeguards with the objective to tackle disinformation
Verfassungsblog, 31/10/2023: Regulating Political Advertising
The Brussels Times, 07/11/2023: 'Protecting our elections': EU wants stricter rules for online political ads
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Center for Democracy and Technology (CDT): Insights, 20/03/2024: New EU Rules on Political Advertising Set to Have Limited Impact on Advertising Ecosystem

Reuters, 24/11/2021: EU rules aim for more transparency in targeted political ads
EurActiv, 25/11/2021: EU Commission presents new rules for political ads
Euronews, 25/11/2021: Brussels bids to make online political adverts more transparent
Times of Malta, 25/11/2021: EU plans transparency in online political ads
The Brussels Times, 05/09/2022: Better late than never: European Parliament mulls over how to combat political ads
Euronews, 02/12/2022: EU seeks to curb use of personal data for online political advertising
The Brussels Times, 25/01/2023: European Parliament one step closer to tougher rules on political advertising
Politico, 02/02/2023: European Parliament votes to transform online political campaigning
Reuters, 02/02/2023: EU lawmakers agree to tougher rules on targeted political ads
The Guardian, 30/03/2023: Meta reportedly considering Europe political ads ban
Deutsche Welle, 11/08/2023: EU to crack down on targeted social media ads
EurActiv, 07/11/2023: EU policymakers nail down agreement on political advertising
EUObserver, 07/11/2023: EU tightens rules on political advertising — but not until 2025
Reuters, 07/11/2023: Big Tech to face tougher rules on targeted political ads in EU
EurActiv, 07/11/2023: EU agrees on political advertising rulebook effective after Parliament elections
EUObserver, 27/02/2024: MEPs adopt new transparency rules for political ads
Euronews, 27/02/2024: Lawmakers ban foreign sponsoring of online ads three months before EU election, 28/02/2024: EU parliament votes for tougher rules on online political ads

EUR-LEX: COM(2021)731: Proposal for a Regulation on the transparency and targeting of political advertising
EUR-LEX: SWD(2021)355: Staff Working Document accompanying the Proposal - Impact Assessment Report
EUR-LEX: SWD(2021)356: Staff Working Document accompanying the Proposal - Executive Summary of the Impact Assessment Report
European Parliament: Legislative Observatory: Procedure File for Proposal on Transparency and targeting of political advertising (2021/0381(COD))
European Parliament: Legislative Train Schedule: Proposal for a Regulation on the transparency and targeting of political advertising
European Commission: Strategy and Policy: Democracy and electoral rights
European Commission: Committee on Internal Market and Consumer Protection: Subject Files: Transparency and Targeting of Political Advertising
European Commission: Have Your Say: Political advertising – improving transparency
European Commission: Press Release, 25/11/2021: European Democracy: Commission sets out new laws on political advertising, electoral rights and party funding
European Commission: Questions & Answers: Reinforcing democracy and integrity of elections (25 November 2021)
European Commission: Speech by Vice-President Jourová on proposals to reinforce democracy and the integrity of elections (25 November 2021)
EU EDPS: Press Release, 20/01/2022: Online targeting for political advertising: stricter rules are necessary
European Regulators Group for Audiovisual Media Services (ERGA): ERGA Position Paper on the Regulation on the transparency and targeting of political advertising (1 September 2022)
Council of the European Union: Press Release, 13/12/2022: Transparency and targeting of political advertising: Council agrees its negotiating mandate
European Parliament: Press Release, 24/01/2023: MEPs toughen rules on political advertising
Renew Europe EP Group: News, 02/02/2023: More transparency and harmonised rules on political advertising will protect our democratic processes
European Parliament: Press Release, 06/11/2023: Political advertising: deal on new measures to crack down on abuse
Council of the European Union: Press Release, 07/11/2023: Transparency and targeting of political advertising: EU co-legislators strike deal on new regulation
European Commission: Press Release, 07/11/2023: Commission welcomes political agreement on transparency of political advertising regulation
European Parliament: Press Release, 24/01/2024: Internal Market MEPs endorse agreement on transparency of political advertising
S&D EP Group: Newsroom, 16/02/2024: S&Ds push for full transparency for political ads
European Parliament: Press Release, 27/02/2024: Parliament adopts new transparency rules for political advertising
Council of the European Union: Press Release, 11/03/2024: EU introduces new rules on transparency and targeting of political advertising

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