Big Tech Will Be Required to Flag Political Ads in the European Union

JAKARTA - Giant technology companies will face new rules from the European Union that require them to clearly mark political advertising on their platforms. Such as  including information about who paid it, how much the payment was, and what selection was the target. This comes ahead of a crucial vote in the bloc next year.

These new rules on political advertising, approved by European Union member states and European parliamentarians on Monday, November 6, will force social media groups such as Alphabet's Google and Meta Platforms Inc., to be more transparent and accountable.

Violations of these new EU rules can result in fines of up to 6% of the advertising provider's annual revenue.

These rules would also prohibit foreign entities from sponsoring political advertising in the European Union in the three months before an election or referendum. This includes a ban on ads that create profiles based on a person's ethnicity, religion or sexual orientation.

"These new regulations will make it more difficult for foreign actors to spread disinformation and interfere in our free democratic process," said MEP legislator Sandro Gozi, who is leading the process in the European Parliament.

EU member states and European parliamentarians reached the deal after negotiating the details of draft regulations proposed last year by the European Commission. All online political ads will be available in the online ads repository.

"We are also ensuring a favorable environment for cross-border campaigns in preparation for the next European Parliament elections," said Gozi, quoted by VOI from Reuters.

The European Parliament will hold elections in June next year, with many concerned about disinformation and foreign interference in the build-up to the vote.

The bloc-wide rules will take effect 18 months after approval, which is expected to occur in 2025.

Until then, measures governing the non-discriminatory provision of cross-border political advertising – including for European political parties and political groups – are already in place for the 2024 European Parliament elections.