Meta宣布，从2025年10月初起，将在欧盟平台停止投放政治、选举和社会议题广告。此举是响应欧盟即将实施的《政治广告透明度和定位条例》（TTPA），该条例引入了重大的运营挑战和法律不确定性。TTPA要求政治广告采取新的透明度措施，特别是需要广告平台在用于政治广告定位的用户数据使用上获得明确单独的同意。Meta认为这一要求不合理，因此决定停止相关广告投放，与Google在2024年宣布的类似决定相呼应。

📢 Meta宣布将从2025年10月初起，在欧盟平台全面停止投放政治、选举和社会议题广告。这一决定直接响应了欧盟即将实施的《政治广告透明度和定位条例》（TTPA），旨在应对该条例带来的运营挑战和法律不确定性。

🔍 TTPA条例的核心要求是，广告平台在使用用户数据进行政治广告定位时，必须获得用户的明确单独同意。Meta认为这一要求不合理，认为用户无法简单选择退出一般广告，除非支付付费去广告订阅费，因此决定停止相关广告业务。

🔗 此决定并非孤立事件，Meta跟随了Google在2024年宣布的类似举措，即从10月起在欧盟停止政治广告投放。这一系列行动反映了广告行业对欧盟严格数据法规的集体回应，预示着未来可能更多国家效仿欧盟立法。

⚖️ 尽管Meta停止政治广告是出于对法规的应对，但这一举措对欧盟内的政治广告生态系统将产生深远影响。广告主将失去重要的政治宣传渠道，而广告平台则规避了合规风险，可能引发新的广告定位技术和法规的探索。

🚨 对于仍在欧盟运营的政治广告业务，Meta的禁令意味着必须迅速调整策略。广告主需寻找替代的宣传渠道，并关注其他可能效仿欧盟立法的国家，以应对潜在的广告市场变革。

Meta made a big announcement that will impact advertising in the European Union.

Let’s take a closer look…

The Announcement

In a recent announcement, Meta says this:

From early October 2025, we will no longer allow political, electoral and social issue ads on our platforms in the EU.

This is “in response to the EU’s incoming Transparency and Targeting of Political Advertising (TTPA) regulation, which introduces significant operational challenges and legal uncertainties.”

What specifically?

The TTPA requires new transparency measures for political ads. Most importantly, this:

The data can be used only if the data subject has given explicit and separate consent for their use for political advertising

In other words, the TTPA was going to require ad platforms get separate, explicit consent from every user to use them in the targeting pool for political ads. Meta found that requirement unreasonable, and it certainly would have created problems. Users can’t simply opt out of ads generally without a paid, ad-free subscription.

Meta isn’t alone in this decision, as they follow Google’s 2024 decision to ban political ads in the EU beginning in October.

What Could Happen?

This is obviously a big deal if you run political ads in the EU. That will no longer be possible. Do not try to get around this rule as it will likely result in a swift ban hammer.

It could also potentially create a new filter where ad accounts are incorrectly flagged or banned for running ads that Meta believes qualify under that special ad category. It’s just one more thing to worry about.

But also be ready if you run political ads anywhere. While the EU enforces some of the strictest data requirements, we often see other countries draft legislation to follow suit.

The post Meta Bans Political Ads in the European Union appeared first on Jon Loomer Digital.