The EU has launched a major new update to regulate digital advertising: the Transparency and Targeting of Political Advertising (TTPA) regulation. The new legislation, which entered into force on October 10, 2025, aims to increase transparency in online political advertising. Despite its good intentions, the new requirements have already caused major upheavals, as platform giants such as Meta and Google have chosen to completely withdraw the possibility of political and social advertising in the EU.
The TTPA is not a rule banning political advertising, but an attempt to introduce stricter rules to counter disinformation and ambiguity in the digital sphere. The core of the regulation is about clarity and traceability.
Mandatory Labeling: All digital advertisements that are considered to have a political or social impact must be very clearly labeled. It must be immediately clear who paid for the ad and whether the ad was targeted at a specific audience.
Broad definition of 'political': The rules go far beyond traditional election campaigns. Lobby groups, interest groups, foundations and other actors aiming to influence legislation, public opinion or public decisions are also included.
Increased transparency: The aim is for the public to easily see who is funding digital advocacy campaigns and how they are trying to reach out.
The response from the big tech companies has been dramatic. Due to the operational challenges and the perceived ambiguity of the legal text, which could lead to legal risks, Meta and Google have decided to pause all political and social advertising in the EU with immediate effect.
This total suspension has far-reaching consequences, as the definition of 'social issues' is very broad. Organizations working on environmental, humanitarian, public health or inclusion issues risk losing their paid digital reach.
It is important to note that publishing organic content on these platforms is still allowed. The suspension only applies to the ability to pay for increased visibility (advertising).
The new regulations and the platforms' reaction highlight a vulnerability for many organizations that built their communication strategies around paid reach, especially via Meta. Relying solely on a single channel's advertising rules is no longer sustainable.
1. Re-evaluate your channel focus (Omnichannel):
Stop relying on single giant platforms. Build a communication strategy where the message can be delivered and reinforced through a combination of digital and non-digital means.
Include your owned channels that you have full control over (website, newsletters, mailing lists, SMS services) as primary distribution channels.
2. Strengthen your organic presence:
Since purchased reach is now limited (or gone altogether), you need to focus on content that is so relevant and engaging that it spreads organically.
Create content that encourages sharing and discussion in users' own networks, rather than just publishing information you want to disseminate.
3. Activate your ambassadors:
Invest in programs to engage members, employees, partners and other stakeholders who want to spread your message. Human relationships and credible messengers now become the new "paid" reach.
When you can't buy reach, you need to let people who genuinely believe in your cause become your dissemination engine.
4. Map and adapt:
Do a quick review: which audiences and campaigns have relied on advertising? How can you reach these audiences in new ways?
Be prepared to test and adjust quickly. We are in a period of uncertainty, which also creates opportunities for those who are quick on the ball and find new, effective ways forward.
The TTPA marks a turning point in how political and civic communications are handled online. Organizations that view this as a signal to build more robust and cross-platform strategies will be the strongest in the future.