Stop for political ads – now you need to rethink ahead of political campaigns
- Sandro Wennberg
- Aug 18, 2025
- 3 min read
From October 2025, Meta will stop accepting political ads in the EU, and Google is simultaneously introducing restrictions that effectively mean the same thing. The background is a new EU regulation that is intended to increase transparency and reduce the risk of manipulation. For those of you who work with social issues, opinion formation or election communication, this means that paid reach will disappear – and that content, relationships and your own channels will become absolutely crucial.
Why is this happening?
The background is the EU's new Transparency in Political Advertising (TTPA) regulation. It tightens the requirements for how political messages may be designed and disseminated: clear labelling of the sender, information about which election or issue the ad applies to, and restrictions on how target groups may be targeted. The aim is to reduce the risk of manipulation, foreign influence and hidden micro-targeting.
Meta has announced that it will not build systems to handle the rules in all EU countries – and therefore chooses to completely block political ads. Google is doing the same, although it is formally called restrictions.
What counts as political advertising?
According to the EU definition, it covers:
Messages from or on behalf of political actors.
Content that aims to influence elections, referendums or political decisions – regardless of level.
Social issues that are not party political can also be covered. Exceptions are sometimes made for neutral information from authorities, for example about how to vote.
Four consequences for those of you who want to influence politics
1. Paid reach is disappearing on the biggest platforms. You can no longer buy reach for political or social messages. All impact must be built organically – through content, timing and relationships.
2. Gray areas – expect to play it safe. The definition is broad. Even policy issues can be considered political. Assume that paid advertising is not possible for messages that influence opinion or decisions.
3. Targeting becomes less accurate. Where ads are still allowed, the use of personal data is limited. This reduces the precision of targeting.
4. Own channels and collaborations become crucial. When advertising is no longer available, press, newsletters, social media and partnerships become central to reaching out.
How to change – a four-step plan
1. Map and prioritize
Review planned campaigns for the fall.
Identify what may be covered by the new rules.
Choose 2–3 main issues for 2026 and develop an organic strategy for each.
2. Build continuity
Start or develop newsletters.
Create recurring formats in your own channels – for example, “Data Point of the Week” or “Ask the Expert”.
Plan press releases and media angles.
3. Scale up and collaborate
Conduct short webinars/training sessions with concrete conclusions.
Reuse material in short videos and posts.
Involve experts and organizations to broaden dissemination.
4. Become a More Distinct Voice in Society
Communicate your values and positions consistently
Participate actively in relevant forums and contexts
Build trust through transparency and long-term commitment
The last point is crucial. If you want to influence political decisions or broader societal development, having an opinion is not enough — you also need to be visible, heard, and perceived as relevant. It’s about taking part in the public debate, showing genuine engagement, and contributing with solutions. Become a clear and credible societal actor.
Get in touch with us for support in influencing political decisions!
Quick checklist
✅ Is the message political? If you are unsure – assume that advertising is not allowed.
✅ Do you have an organic plan? Make sure each message can live in its own channels and press.
✅ Are you measuring the right things? Focus on repeat visitors, subscriptions, and media impact.
✅ Are you transparent? Link to supporting documents and sources in all material.
✅ Is the team involved? Create a simple guide on what applies and who approves before publishing.