Google and Meta to ban political ads in the EU
Starting October 2025, Google and Meta will stop allowing political, electoral and social issue ads across their platforms in the European Union. While the ban is a major change for political campaigns, its ripple effects will also be felt across the broader advertising ecosystem. For businesses, this shift could create new opportunities.
Starting October 2025, Google and Meta will stop allowing political, electoral and social issue ads across their platforms in the European Union. This decision comes as a response to the EU’s new Transparency and Targeting of Political Advertising (TTPA) regulation.
While the ban is a major change for political campaigns, its ripple effects will also be felt across the broader advertising ecosystem. For businesses, this shift could create new opportunities.
Why this matters for advertisers
During election seasons, political advertisers flood Google and Meta platforms with high-budget campaigns. These campaigns drive up competition for ad space, raising costs and lowering visibility for other advertisers. Many businesses see weaker performance during these periods, with higher CPMs and CPCs eating into their budgets.
With political ads removed from the equation, we can expect:
- Lower competition in auctions – Fewer large campaigns dominating bidding means more room for commercial advertisers.
- Stabilized ad performance – Businesses won’t experience sudden drops in efficiency during campaign cycles.
- More consistent costs – Ad prices are less likely to spike unpredictably, making budget planning easier.
Positive impact on campaign results
For companies running ads year-round, the absence of political campaigns could mean:
- Better reach and engagement – Ads are more likely to land in front of relevant audiences without being drowned out by political messaging.
- Improved ROI – With more predictable costs and stronger campaign performance, ad spend will go further.
- Healthier ad environments – User feeds and search results will be less saturated with political ads, which may improve overall user experience and ad receptiveness.
What to expect moving forward
The ban only applies within the EU, but its effect on the region’s digital advertising landscape will be significant. Businesses should prepare for a more even playing field, especially during historically competitive periods like national elections.
This change highlights the importance of continuously adapting advertising strategies to regulatory and platform shifts. For advertisers, it’s less about politics and more about leveraging these shifts for stronger, more consistent marketing outcomes.