New EU Rules Imposing Stricter Regulations on Big Tech's Political Advertising

New EU Rules Aim to Protect Democracy and Transparency

The European Union (EU) has taken a significant step toward safeguarding open and fair political debate by introducing new regulations on targeted political advertising. The EU's goal is to reduce manipulation and foreign interference in elections and enhance transparency and accountability.

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Protecting Democratic Processes and Reducing Manipulation

The provisional regulation specifically addresses concerns about information manipulation and foreign interference in elections. It seeks to protect democratic processes by imposing strict limits on targeting and ad delivery techniques.

Enhancing Transparency in Political Advertisements

The new rules make it easier for EU citizens to identify political advertisements and understand who is behind them. The regulations ensure that recipients of targeted political ads are aware they have been targeted.

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Stringent Rules on Personal Data for Political Advertising

Under the new regulations, the use of personal data for targeted political advertising is only permitted if explicit consent has been obtained from the data subject for this specific purpose. Additionally, profiling individuals based on special categories of personal data, such as race or political opinions, is strictly prohibited.

Failure to comply with these regulations could result in fines of up to 6% of the annual turnover for ad providers, according to Reuters.

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Positive Response from MEP Sandro Gozi

MEP Sandro Gozi expressed satisfaction with the agreement reached on the regulation, stating that it is a crucial step forward in safeguarding elections and democracies.

Implementation and Future Steps

The European Council and European Parliament will now work together to finalize the new regulation. Once confirmed by both bodies, the regulation will come into force 18 months thereafter, expected to be in 2025.

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Big Tech Companies' Response

A number of major tech companies, including Google and Meta (formerly Facebook), have already taken measures to address concerns about interference in elections. These companies have implemented changes to their advertising policies to mitigate manipulation and promote transparency.

Ongoing Focus on Election Integrity

While some tech companies have made efforts to enhance election integrity, challenges persist. Recently, X owner Elon Musk made headlines by dismissing the company's election integrity team, citing concerns about their impact on election integrity.

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