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Meta will stop political advertising in the EU by October, blaming EU rules

Meta Platforms, the U.S.-based social media company, announced on Friday that it will stop political, election, and social issue ads on its platform within the EU by early October. The social media firm blamed legal uncertainty due to the new EU rules regarding political advertising.

Meta's announcement is similar to the decision made by Alphabet's Google unit in November last year, highlighting Big Tech's resistance against EU regulations aimed at reining them in and making them more accountable and transparent.

Concerns about disinformation and foreign influence in elections throughout the 27-country EU, which prompted the legislation called the Transparency and Targeting of Political Advertising Regulation and will be applicable from 10 October, were the catalyst for the European Union legislation.

The law requires that Big Tech companies clearly label their political advertising, including who paid for it, how much and which elections were targeted. Otherwise, they could be fined up to 6% their annual revenue.

Meta wrote in a post on her blog that "from early October 2025 we will no longer be allowing political, electoral, and social issue advertisements on our platforms within the EU."

It said: "This is a hard decision - one that we have taken as a response to the EU’s upcoming Transparency and Targeting of Political Advertising Regulation (TTPA), which introduces significant legal and operational uncertainties."

Meta stated that the EU regulations would eventually hurt Europeans.

It said: "We think that personalized ads are crucial for a broad range of advertisers, such as those who engage in campaigns to inform voters on important social issues which shape public discourse."

"Regulations like the TTPA significantly undercut our ability to provide these services. They not only affect the effectiveness of advertising outreach, but also impact the ability of voters access comprehensive information."

The European Commission is currently investigating Meta's Facebook, Instagram and their alleged failure to combat disinformation and deceptive advertisements in the lead-up to 2024 European Parliament Elections.

The EU investigation is being conducted under the Digital Services Act which mandates that Big Tech do more to combat illegal and harmful content or face fines up to 6% of global annual revenue.

ByteDance TikTok, the app developed by ByteDance, is also under the EU's glare for its alleged failure to combat election interference. This was particularly true in the Romanian Presidential vote in November last year. Reporting by Foo Yon Chee. Editing by Charlotte Van Campenhout. Mark Potter (Editing by Charlotte Van Campenhout)

(source: Reuters)