The European Parliament has approved new regulations to bolster citizens' trust in election campaigns and combat disinformation and foreign interference. The rules focus on transparency and target political advertising, particularly online ads, to make election and referendum campaigns more transparent and resistant to manipulation. Political advertising will now require clear labelling, and a public online repository will store information about ads, including funding details and their connection to elections or referendums. The regulations also prohibit sponsoring ads from outside the EU in the three months before an election or referendum to curb foreign interference. Targeting strategies for online political advertising will be regulated, requiring explicit and separate consent for personal data collection to protect voters from manipulation. The rules only apply to paid political advertisements and do not affect political campaigns' content, conduct, or financing, ensuring protection for freedom of expression. 

Rapporteur Sandro Gozi emphasised the role of these rules in safeguarding democratic and electoral processes, particularly in the face of digital technologies making citizens more vulnerable to disinformation and foreign interference. The regulations received strong support in the plenary vote, with 470 in favour, 50 against, and 105 abstentions. The next step involves formal adoption by the Council, after which the rules will be enacted 18 months later. Definitions and measures related to the non-discriminatory provision of cross-border political advertising will apply 20 days after publication in the EU Official Journal.

Why does it matter?

As the European elections approach, major online platforms are eager to implement the new rules promptly. Adopting these rules addresses citizens' concerns about a safe and trustworthy digital society, aligning with proposals from the Conference on the Future of Europe report. The idea is to regulate political ads to help citizens discern who is behind a political message and make an informed choice when they head to the polls.