Google will stop serving political ads in the European Union by October 2025 due to new regulatory hurdles around transparency and targeting of political advertising (TTPA), the company announced.

Driving the news. Google implemented strict rules for European political ads in 2019. Advertisers are required to verify their identity and disclose ad sponsorship. Google also reports on political ads through a dedicated transparency report.

• Google warns that the TTPA could lead to operational challenges by defining political ads broadly enough to include topical ads, making it difficult to identify and manage them at scale.
• Additionally, Google highlights the difficulties in obtaining reliable election data across member states, complicating the process of consistently identifying election-related ads.

Why we care. Google’s decision follows the upcoming EU regulation on TTPA. With Google stopping political advertising in the EU, advertisers – especially small campaigns with limited budgets – will lose access to one of the most effective and affordable ways to reach a wide audience and targeted. Many campaigns rely on Google platforms, including YouTube, to distribute their messages at scale and at low cost.

Big picture. Google’s decision to remove European political ads is not without precedent. The company has already stopped political ads in jurisdictions including France, Canada and Brazil, citing similar regulatory concerns.

• The broad scope of the TTPA raises concerns about overbreadth and the risk of misclassification of issue ads as political, which could confuse advertisers and limit public discourse on key issues.

What’s next. Google will stop paid political promotions on its platforms in the EU, including YouTube, as soon as the TTPA takes effect in October 2025.

The company is committed to continuing to invest in technology and partnerships to combat misinformation and ensure voters have access to reliable information, particularly during election cycles.

Conclusion. While Google abandons political ads in the EU may reduce the reach of small campaigns that rely on affordable digital advertising, highlighting the challenges tech platforms face navigating complex regulatory landscapes.

Google plans to continue collaborating with policymakers and stakeholders to advocate for a balanced approach that preserves access to information while supporting responsible advertising practices.