Political Advertising under the TTPA Regulation

 
Effective date: From 10 October 2025, advertisers targeting the EU are legally responsible for determining whether their ads qualify as political advertising under the Transparency and Targeting of Political Advertising (TTPA) Regulation. They must declare this during campaign setup. Find legislation and guidelines from The European Commission on this link.
 

What counts as political advertising under the TTPA?

 
Political advertising includes:

• Ads by, for, or on behalf of political actors as defined in the TTPA (including political parties, candidates, elected officials, political alliances, political and advocacy campaign organisations), unless the ad is of a purely private or a purely commercial nature; or
• Ads liable and designed to influence the outcome of an election or referendum, voting behavior or a legislative or regulatory process, at European Union, national, regional or local level.

What is not considered political advertising?

• Ads from official EU or member state sources are strictly limited to organising and informing about elections/referendums (e.g. modalities, candidacies, questions).
• Ads from EU or member state authorities providing official public information, provided they do not aim to influence election, referendum, or legislative outcomes.

Who is responsible for compliance?

 
Both the advertiser and publisher are responsible for complying with the legislation.
 
The responsibility falls under three areas:

• Labeling and Transparency
• Record Keeping
• Public Feedback mechanism

What’s the advertiser’s responsibility?

 
The advertiser is responsible for declaring whether their campaign is political or not.
 
If the answer is yes, they need to provide the publisher with the information below:

1. Theme: The election or legislation to which the campaign is related

2. The Sponsor

• Organization name:
• Address:
• Registration Number:
• Contact person:
• Email address:

3. The entity ultimately controlling the sponsor

• Organization name:
• Address:
• Registration Number:
• Contact person:
• Email address:

4. The entity paying for the political advertisement:

• Organization name:
• Address:
• Registration Number:
• Contact person:
• Email address:

5. Campaign period

• Start date:
• End date:

6. Paid media value campaign

7. Total value of the entire campaign with other benefits (if applicable)

8. Information about the origin of the amounts received

• Public and/or private and EU and/or non-EU.

9. Targeting technique used (if applicable)

10. Relevant links (linked to the legislation)

What’s the publisher’s responsibility?

 
The publisher is responsible for a publicly accessible transparency register which contains campaign information obtained from the advertisers.
 
The publisher is also responsible for implementing correct labeling, creating infrastructure for collecting the necessary information (mentioned above) from the clients (via an annex to contracts) and a mechanism for public feedback via a form accessible below.
 

What are the labeling requirements?
Every political ad must have:

• Label: “This is a political ad”
• Sponsor name: “Sponsored by [X]”
• Legislative/regulatory link: “This ad is linked to [initiative Y]”
• URL: “For more information on political ads, go to [link]”

The label must be clear, legible, and adapted to the medium.
 

Do the same rules apply to non-EU advertisers?

 
Yes. Any advertiser targeting EU audiences falls under TTPA.
 

• Non-EU funding must be clearly logged and disclosed.

When will Euractiv implement the publisher’s measures?

 
We are currently developing onsite modifications to accommodate this new regulation and aim to roll this out as soon as possible. We will update advertisers and this page as soon as available.