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Format, template and technical specifications of the labels and transparency notices of political advertisements

Justice and fundamental rights

Regulation (EU) 2024/900 on the transparency and targeting of political advertising empowers the Commission to adopt implementing acts on the format, template and technical specifications of the labels and transparency notices of political advertisements. Those implementing acts must ensure that labels and transparency notices are adapted to the medium used, including for audiovisual and printed media as well as online and offline advertising.

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Public consultation

ID: 14583

Lobbying Activity

17 responses

EBU urges flexible labels for political advertisement transparency

EBU-UER (European Broadcasting Union), 28 May 2025

The EBU wants technical specifications to be recommendations rather than binding obligations. They propose matching audio label volumes to advertisements for a better audience experience. Mandatory digital formats should be avoided to prevent unnecessary compliance costs.
Broadcasters would reduce operational costs and gain greater flexibility in ad delivery.

European broadcasters urge flexible rules for political ad labels

Association of Commercial Television and Video on Demand Services in Europe, 28 May 2025

ACT argues video-on-demand services should follow television rules rather than platform regulations. They suggest replacing mandatory font and layout requirements with general principles while sharing legal responsibility with sponsors.
This would lower technical compliance costs and prevent disruption to established media brand identities.
Data analysts and software developers may find political advertising data harder to process automatically.

Danish Chamber of Commerce urges delay for political advertising labels

The Danish Chamber of Commerce, 28 May 2025

The Chamber urges a postponement to resolve uncertainties before upcoming Danish elections. They request uploading only metadata to databases rather than full creative content.
Businesses would avoid immediate compliance costs and protect sensitive commercial pricing information.
Citizens could face reduced transparency regarding political influence during upcoming election cycles.

Schibsted calls for realistic rules on political advertisement labels

Schibsted, 28 May 2025

The organization requests that advertisers, not publishers, bear responsibility for identifying political ads and providing campaign data. They also seek the removal of louder audio label requirements and more flexible financial reporting timelines.
This would shield media publishers from legal liabilities and heavy technical compliance burdens.
Voters lose access to real-time financial precision and upfront warnings about personal data usage.

EPD urges party affiliation in political ad labels

European Partnership for Democracy, 27 May 2025

The group supports standardized labels and suggests adding explicit party affiliations to show political influence networks. They also request support for smaller media players and ongoing research into label effectiveness.
Detailed templates and legal certainty help the organization monitor advertising compliance effectively.
Small independent advertising providers might face high costs that drive them out.

News Media Europe calls for simpler political advertising labels

News Media Europe, 28 May 2025

The organization requests simpler general principles rather than prescriptive rules and exemptions for smaller publishers. They advocate for flexible label placement and the use of existing industry advertising standards.
Exempting smaller publishers reduces financial burdens and prevents them from abandoning the political advertising market.
Smaller publishers and democratic participation are harmed by expensive, overly technical compliance requirements.

European Publishers Council urges flexibility for political advertising labels

European Publishers Council, 28 May 2025

The Council calls for less rigid requirements to protect innovation. They want room for existing industry practices and standards. They request that advertisements use links instead of full notices.
This would lower compliance costs and protect advertising space from technical labels.
Transparency advocates lose immediate visibility of targeting details if moved to secondary notices.

Civil Liberties Union backs standardized political advertising labels

Civil Liberties Union for Europe, 28 May 2025

The group supports information-rich labelling to help voters understand how they are being targeted. They recommend monitoring market impacts on small providers and researching label effectiveness in real-world contexts.
Detailed templates will help civil society organizations monitor compliance and close loopholes.
Smaller advertising providers risk being driven out of the market by technical requirements.

Consultation response

ALLIANCE DE LA PRESSE D’INFORMATION GÉNÉRALE, 26 May 2025

Please find attached the feedback from the Alliance de la Presse d'Information Générale.

European Radios Urge Flexibility in Political Ad Labeling Rules

Association of European Radios, 28 May 2025

The association requests flexible rules for audio and fewer complex information requirements. They also oppose mandatory volume increases for labels to avoid irritating listeners.
Broadcasters would avoid significant compliance costs and preserve the listener experience.
Transparency advocates lose when listeners receive less detailed information during live broadcasts.

Consultation response

association of television and radio sales houses, 27 May 2025

egta is the international trade body of multiplatform TV and audio businesses. We represent more than 180 members in over 40 markets. Our mission is to contribute to the commercial sustainability of the media industry. We enable our members to flourish as they connect brands with audiences. Through…

BVDW demands proportional technical rules for political advertisement labels

Bundesverband Digitale Wirtschaft (BVDW) e.V., 28 May 2025

The BVDW calls for a proportional implementation that provides practical paths for firms. They demand clear responsibility across the advertising chain to provide legal certainty. The association also suggests avoiding redundant regulations already covered by existing laws.
This would lower compliance costs and protect investments in digital innovation and content.
Small businesses face unsustainable financial burdens that could force them to stop advertising.

Consultation response

Die Medienanstalten - Arbeitsgemeinschaft der Landesmedienanstalten in der Bundesrepublik Deutschland, 28 May 2025

Sehr geehrte Kolleginnen und Kollegen, im Anhang finden Sie die Stellungnahme der deutschen Landesmedienanstalten zum vorliegenden Entwurf einer Durchführungsverordnung zu Format, Vorlage und technischen Spezifikationen der Transparenznotizen unter der Veorordnung über die Transparenz und das…

Consultation response

Sanoma Corporation, 28 May 2025

Sanoma's feedback on EC Implementing Act on labels and transparency notices of political advertisements Sanoma Media Finland Oy (Sanoma) is the leading multi-channel media company in Finland. It offers a wide range of media services, including newspapers, magazines, TV and radio channels an digital…

Consultation response

Fundacja Obserwatorium Demokracji Cyfrowej, 28 May 2025

We welcome the opportunity to provide feedback on the implementation of TTPAR (Transparency of Targeted Political Advertising Regulation) labels and related transparency requirements for political advertising. We offer the following recommendations to ensure clarity and effectiveness of the digital…

Consultation response

Sdružení pro internetový rozvoj, 28 May 2025

SPIR represents all the major local players active in the Czech advertising market, including agencies, adtech and publishers. In order to guarantee the effective implementation of the Regulation (EU) 2024/900, we established a working group dedicated to answering practical compliance questions,…

Consultation response

Who Targets Me Ltd, 22 May 2025

We welcome robust labelling and transparency requirements for political advertising under Regulation (EU) 2024/900. These measures represent an important step toward increasing democratic accountability and citizens understanding of how and why they are being targeted with political messages. By…