Google has announced an important change in its advertising policy: starting next year will completely stop the dissemination of political advertisements in the European Unionincluding those distributed via the YouTube platform.
The decision was made in response to the new Regulation on Transparency and Targeting of Political Advertising (TTPA) regulation, which will come into force in October 2025. According to Google, the regulation presents “significant operational challenges and legal uncertainties” for both political advertisers and platforms.
The Mountain View giant raised two main concerns: within the legislation
the definition of political advertising would be too broadmaking it difficult to reliably identify ads on a large scale; Secondly, there is no detailed technical guide for implementation, which may not be available until a few months before the regulation comes into force.
This is not the first time that Google has taken similar measures: the company has already stopped the dissemination of political advertising in other countries such as
Canada, France and Brazil for similar problems related to the implementation of local regulations.
The decision will have a significant impact on digital political communication in the EU. The new TTPA regulation also aims to prevent electoral interference and help voters make more informed choicesrequiring greater transparency about the sponsors of political ads and the targeting methods used.
Source: www.hwupgrade.it
