The TTPA and Meta’s advertising ban

The EU’s new regulation, the TTPA, introduces stricter requirements for political advertising online. Meta has responded by halting advertising altogether – a move that affects far more than just political parties. Here are our recommendations on how you can still reach your audience.

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Background: New EU Regulation

From October 2024, the EU’s new regulation TTPA – Transparency and Targeting of Political Advertising – will come into effect. Its purpose is to increase transparency around political advertising online and to ensure that it is always clear who is behind a message.

This is not a ban on political advertising, but it does introduce significantly stricter requirements. All adverts that can be classified as political must now include information on who is financing the campaign, which target audience it is directed at, and the budget behind it.

The rules apply not only to traditional political parties and election campaigns. Companies, interest groups and civil society actors seeking to influence public opinion, legislation or decision-making will also be covered. For many organisations, this means an entirely new regulatory framework to understand and adapt to.

Meta’s decision: a total ban

Since 2018, Meta has had specific tools to ensure transparency in political advertising. To advertise within the category of “social issues, elections and politics”, advertisers have been required to undergo authorisation, and information about the ads has been stored in a public ad library.

In July 2025, Meta announced that from October it will completely halt advertising in this category. The reasoning is that the TTPA is too vague and difficult to comply with in practice. According to Meta, continuing to offer advertising in this area would pose too great a risk of mistakes and legal uncertainty.

What counts as “social issues”?

A particularly important aspect is that Meta defines “social issues” very broadly. It does not only cover traditional politics, but also matters such as climate, gender equality and inclusion. This means that even actors who do not see themselves as political – for example humanitarian organisations, charities, interest groups or public institutions – risk being affected.

Content on politics and social issues can still be published organically on the platforms, but it is no longer possible to pay for advertising to increase reach. For many organisations that have built their communication on paid distribution via Meta, this represents a major setback.

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Omnichannel becomes crucial

Meta’s decision makes one thing clear: it is no longer possible to rely on a single channel to get through. Effective communication requires an omnichannel perspective, where the message is carried by multiple channels and touchpoints.

This could mean combining digital presence with physical meetings, strengthening the brand through owned channels, while at the same time engaging employees, members and ambassadors who spread the message further within their networks. In this way, you build a robust communication strategy that does not collapse with the decision of a single platform.

Developing programmes for ambassadors, partners or members becomes especially important. When reach can no longer be bought, you instead need to rely on people who genuinely want to share your messages and who do so credibly within their own channels.

How are other actors responding? 

Many organisations in the EU now find themselves in the same situation. Even major advertisers and agencies are being forced to quickly adapt their strategies. And Meta may well be followed by other platforms that also choose to act cautiously in order to avoid legal risks. This means that we are in a period of uncertainty, but also of opportunity. Those actors who review their channels early, strengthen their organic reach and find new ways to engage their audience will be in a stronger position going forward.

Our recommendations 

To succeed in the new landscape, we recommend that you:

How much of your budget and communication is currently spent on Meta? Which messages and target groups risk losing reach?

Combine digital platforms with physical meetings and owned channels to create a robust presence.

Let employees, members and partners become your most important carriers of the message.

Newsletters, email, SMS, communities and your website give you control and long-term stability.

Start from what people want to spread in their own networks, not just what you want to say.

Test messages, follow developments and be ready to adapt quickly when regulations or platforms change.

Contact us! 

Would you like to know more about how your organisation is affected and which alternatives are available? Get in touch with us and we will help you create an updated strategy to reach the right audience.

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