Meta will end political advertising within its platforms in the European Union

As of October Goal will not allow ads on political issues within platforms like Instagram, Facebook o Threads in the European Union, a decision that the company led by Mark Zuckerberg has taken in response to the new EU regulations on transparency and segmentation of political advertising (TTPA). This new regulatory framework, approved by the European Council in March of last year, aims to counteract the manipulation of information and “foreign interference in the elections.”

The new EU regulation on transparency and aimed at political advertising (TTPA) indicates that Political announcements must carry a transparency label, providing information about who is behind this content, and must make known if users have received advertising through directed segmentation, so that they are better prepared when making informed decisions in political matters.

According to the Facebook matrix, these regulations introduce important operational challenges and legal uncertainties. “We continue to believe that online political advertising is vital for modern politics, since it connects people with important information about politicians who represent them and guarantees that candidates have a profitable way to reach their audience,” they point out through a publication in their Official Blog.

The company raised two alternatives: modify its services, without guarantee that this solution is considered according to regulation, or on the contrary, Stop allowing political, electoral and social advertising in the EU. Finally, goal has opted for the elimination of this type of content within its platforms in the EU.

Goal will stop showing political advertising in the EU from October

In addition, the company has clarified that this decision focuses on the European Union, and will continue to show political ads in other territories. «Our decision is specific to the EU. In the rest of the world, we will continue to offer our leading tools in the industry that guarantee authentic and transparent political publicity. This will not prevent EU citizens from continuing to debate politics in our services, or what politicians, candidates and political positions produce and share political content in an organic way. They simply cannot amplify it through payment advertising, ”they point out.

The company led by Mark Zuckerberg was critical of the regulation, highlighting that Personalized ads are fundamental for a wide range of advertisers, “Including those who participate in campaigns to inform voters on important social issues that influence public discourse.”

“Regulations such as the TTPA significantly undermine our ability to offer these services, which not only affects the effectiveness of the dissemination of advertisers, but also the ability of voters to access complete information,” said a goal in his statement.