Newspaper Political Ad Compliance: A Step-by-Step Checklist

Getting a newspaper political ad from booking to print in full compliance with EU Regulation 2024/900 requires coordination between the advertiser and the publisher. This newspaper political ad compliance checklist breaks down exactly who does what, when, and how — so that nothing falls through the cracks.

The Two Sides of Compliance

The PAR creates a shared responsibility model. The advertiser (sponsor) is responsible for creating the transparency notice. The publisher is responsible for verifying the notice and ensuring it is accessible to readers. Neither party can fulfil the other's obligations, but both need to coordinate to ensure the published ad is fully compliant.

Here is the complete workflow, from the moment a political ad is booked to the moment it appears in print.

Phase 1: Booking and Notice Creation

Advertiser's Responsibilities

Step 1: Confirm the ad is political advertising. Before booking, assess whether your ad falls within the Art. 2(2) definition. If it references an election, a referendum, a legislative process, or a political position — or if it is liable to influence any of these — it qualifies. When in doubt, treat it as political advertising. The cost of creating a notice for a non-political ad is negligible; the cost of failing to create one for a political ad is not.

Step 2: Create a transparency notice. Go to the Taurus platform and create a new notice. Fill in all Art. 9 mandatory fields:

• Sponsor name, type, and contact details
• Payer identity (if different from the sponsor)
• Payment amount or range
• Ad description
• Publication period (the date or dates the ad will appear)
• Territory (the country or countries of distribution)
• Language
• Distribution method (newspaper print ad)
• Publisher name and contact details

Step 3: Publish the notice. Once all fields are complete, publish the notice. It is now live and publicly accessible.

Step 4: Download the QR code. Taurus generates a QR code linked to your published notice. Download it in a vector format (SVG or PDF) for print production.

Step 5: Provide the QR code and notice ID to the publisher. Send the QR code file and the 17-digit notice ID to the newspaper's ad operations team along with your ad creative. This should happen at the same time as you submit the final artwork.

Publisher's Responsibilities

Step 6: Require the notice at booking. When accepting a political ad booking, make the transparency notice a mandatory deliverable — alongside the ad creative and payment. Update your booking terms to state that political ads will not be published without a valid notice ID.

Step 7: Record the notice ID. Store the notice ID alongside the booking record. This creates an auditable link between the published ad and its transparency notice.

Phase 2: Verification

Publisher's Responsibilities

Step 8: Verify the notice is complete. Look up the notice ID on the Taurus platform. Confirm that all mandatory fields are populated and that the notice status is "published." An incomplete or draft notice does not satisfy the regulation.

Step 9: Cross-check key fields. Compare the notice information with your booking details:

• Does the sponsor name match the entity that booked the ad?
• Does the publication period include the scheduled print date?
• Does the publisher field list your newspaper?
• Is the territory correct?

If any field does not match, contact the advertiser to resolve the discrepancy before going to print.

Step 10: Verify the QR code. Scan the QR code provided by the advertiser. Confirm that it resolves to the correct notice page and that the page displays all mandatory information. Test the scan on at least two different devices to ensure reliability.

Phase 3: Production

Publisher's Responsibilities

Step 11: Place the QR code on the ad. Position the QR code in the ad layout according to your publication's standards. Follow these guidelines:

• Minimum size: 2 cm x 2 cm for standard newspaper column widths
• Placement: bottom-right corner of the ad space, or within a clearly designated area
• Contrast: dark code on a light background; place in a white box if the ad background is dark or complex
• Quiet zone: maintain at least 2-3 mm of clear space around the QR code
• Resolution: use the vector file for print production to ensure sharpness

Step 12: Add a label. Include a brief text label near the QR code, such as "Transparency notice" or "Ad transparency info." This helps readers understand the purpose of the code, particularly during the early adoption period.

Advertiser's Responsibilities

Step 13: Review the proof. When the publisher provides an ad proof, verify that the QR code is present, correctly positioned, and scannable even in the proof format. If the proof is a PDF, print it at actual size and test the scan.

Phase 4: Publication and Record-Keeping

Publisher's Responsibilities

Step 14: Publish the ad. Print and distribute the newspaper with the political ad and its QR code.

Step 15: Archive the record. Store a copy of the published page (or a PDF of the final layout) alongside the notice ID and booking record. This documentation should be retained for seven years per Art. 12 requirements.

Advertiser's Responsibilities

Step 16: Verify post-publication. After the newspaper is published, confirm that the transparency notice is still accessible and that the QR code on the printed page scans correctly.

Step 17: Update the notice if needed. If any information changes after publication — for example, the ad runs for additional dates, or the final payment amount differs from the estimate — update the notice on the Taurus platform. The revision history is preserved automatically.

Quick Reference: Who Does What?

Start With Your Next Political Ad Booking

Whether you are a candidate placing your first newspaper ad or a publisher preparing for the October 2026 deadline, this checklist gives you a clear, repeatable process. Create your notice on Taurus, follow the steps above, and know that every political ad in your newspaper meets the regulation's requirements from day one.