Google will ban most forms of political advertising across its platforms in the European Union, in line with the EU Regulation 2024/900, starting in September.

Driving the news. Google’s updated Political Content policy prohibits:

  • Ads by, for, or on behalf of political actors (e.g., candidates, parties, campaign groups).
  • Ads intended to influence election outcomes, referenda, or legislation at any level within the EU.

Who’s affected. The new rules apply to a wide range of political actors, including:

  • Political parties and alliances.
  • Elected officials or candidates.
  • Campaign organizations.
  • Individuals or groups acting on behalf of the above.

Why we care. Google is significantly limiting the ability to run political ads in the EU – regardless of intent – if those ads feature political actors or aim to influence public opinion. The restrictions apply even to agencies managing multiple accounts, each of which must apply individually for exemptions.

Failing to comply could lead to ad disapprovals or eventual account suspensions, making it critical for advertisers to review their campaigns and self-declare accurately ahead of the September rollout.

What’s still allowed. Ads from official EU or Member State sources that provide non-partisan election participation information are still allowed, as are public service messages that are not designed to influence voting outcomes.

These will require manual application and approval

Between the lines. Advertisers must self-declare their intent to run political ads beginning mid-August. Accounts that declare “Yes” will be automatically restricted under the new rules.

Transparency shift. The EU Political Ads Transparency Report will be retired in September. However, past EU election ads will remain viewable in Google’s Ads Transparency Center.

Verified EU political advertisers will be migrated into Google’s broader Advertiser Verification program.

What’s next. Policy violations will not trigger immediate suspensions – Google will provide a minimum 7-day warning before taking action.