Political ads banned in the EU: What Google and Meta’s 2025 Rules Mean for Advertisers

Starting September 2025, Google will roll out stricter platform guidelines in response to EU regulation 2024/900 on the transparency and targeting of political advertising. The update is clear:

Political ads related to the EU will no longer be allowed on Google platforms.
This is not a direct requirement from the regulation itself, but a decision made by the platforms in response to the new transparency and compliance obligations under EU regulation 2024/900 (TTPA).

This means that:

• Campaigns from or on behalf of political parties, alliances, or candidates are restricted.

• Ads designed to influence voting outcomes, legislation, or public votes are prohibited.

• Only strictly informational messages from official EU or national sources (for example, how and when to vote) will be allowed.

A step toward transparency and a major change for marketers

From a democratic perspective, this political advertising restriction is good news. It is designed to stop hidden influence, reduce disinformation, and protect voters from manipulation. In short: more openness, less propaganda.

But for marketers, the update is still a major change. Why? Because it shows how entire advertising strategies can be disrupted overnight. Even when the reason is positive, the consequence is the same: less control for advertisers who depend on Google, Meta, and other Big Tech platforms.

Not just Google: Meta also bans political ads in Europe

Google is not alone in this EU political ad ban. Meta has announced that Facebook and Instagram will also prohibit political and social issue ads across the EU from October 2025.

For advertisers, it is another reminder that strategies built on Big Tech can disappear with little warning when new rules take effect.

A question of principles – also for political advertisers

In a time when political parties promise to protect voters’ rights and democratic values, it’s worth asking: shouldn’t those principles also apply to where their campaign budgets are spent?

As several platforms are being investigated and restricted for breaking privacy rules, it feels more and more contradictory to keep spending money on them, especially in an election year.

Choosing responsible media isn’t just a tactical decision. It’s a statement of values.

The bigger picture: Rules and enforcement are changing

Data protection, AI transparency, election integrity, all are under growing attention from lawmakers. And every new law and enforcement action forces platforms like Google, Meta, and TikTok to change their policies quickly, often leaving advertisers to deal with the consequences.

• Unpredictability: Even with short notice, new rules can force strategies to change quickly.

• Dependency: When regulators act, platforms comply, but marketers carry the cost.

• Limited transparency: Regulations are clear, but the policies of platforms are not always predictable.
  

The result? Brands spend more time reacting to external changes than building real connections with their audiences.

Why Contextual Advertising Is a Privacy-Safe Alternative to Big Tech

At Kobler, we believe there is a smarter, safer way: contextual advertising.

Instead of chasing users with personal data, contextual advertising places your message where it belongs, next to content that is directly relevant to your brand and your audience.

With Kobler, you get:
✔ Privacy-first placements: 100% cookie-free and GDPR-compliant
✔ Brand safety by design: sensitivity filters keep ads out of harmful contexts
✔ Full transparency: see exactly where your ads appear
✔ Proven efficiency: 25% lower CPM without loss of performance

This way, your campaigns are future-proof. No matter how regulations evolve, you stay relevant, visible, and in control.

Beyond politics: A smarter way forward

Even if you are not running political campaigns, the lesson is clear: relying only on Big Tech platforms is risky.

Contextual advertising offers a different path. With Kobler, you can:
✔ Reach your audience in trusted, editorial environments
✔ Align with privacy expectations and build long-term trust
✔ Stay visible and in control, no matter what regulation comes next

The September and October restrictions are a win for transparency, but also a wake-up call. Depending only on Big Tech means living with constant uncertainty. It’s time to rethink not just where your ads appear, but what you stand for when they do.

Key takeaways

✔ New EU rules mean Google, Facebook, and Instagram will not offer political advertising in Europe from autumn 2025.
✔ Positive for democracy, but disruptive for marketers who rely on Big Tech platforms.
✔ Kobler is your one-stop platform for safe, effective reach across 320 trusted Nordic sites.

Timeline and Sources: What’s actually happening and when

Understanding the timing behind these platform changes is crucial for planning your campaigns and adjusting your strategy. Here’s a breakdown of what’s happening and when:

• April 2025: EU regulation 2024/900 on political advertising enters into force.
  Source: eur-lex.europa.eu

• September 2025: Google stops all political advertising in the EU.
  Source: support.google.com

• October 2025: Meta (Facebook and Instagram) no longer allows political and social issue ads across the EU.
  Source: euractiv.com

Ready to build campaigns that last beyond Big Tech’s rule changes?
Get in touch with us today to explore how contextual can power your next move.