The political advertising definition in EU Regulation 2024/900 is broader than most people expect. If you are involved in any form of public communication that could influence political outcomes, you need to understand what the regulation covers — and what it means for your obligations.
The Legal Definition: Art. 2(2) PAR
Article 2(2) of the Political Advertising Regulation (PAR) defines political advertising as the preparation, placement, promotion, publication, or dissemination of a message that is designed to influence the outcome of an election or referendum, a legislative or regulatory process, or voting behaviour. Crucially, it also covers messages that are liable to influence such outcomes, even if that was not the primary intent.
This definition has three important consequences. First, it is medium-neutral — it applies equally to digital ads, print publications, broadcast spots, outdoor billboards, and physical materials like flyers or posters. Second, it is intent-neutral — what matters is whether the message could influence political outcomes, not whether the sponsor intended it to. Third, it covers the entire chain from preparation to dissemination, meaning everyone involved has potential obligations.
Beyond Campaign Ads: Issue-Based Advertising
One of the most significant expansions compared to earlier national frameworks is the inclusion of issue-based advertising. A message does not need to mention a candidate or party by name to qualify as political advertising under the regulation.
Consider these examples:
- A climate advocacy group runs a Facebook campaign urging voters to "demand stronger climate action" two weeks before an election. This qualifies as political advertising because it is liable to influence voting behaviour.
- A business association publishes a newspaper ad opposing a proposed regulation on working hours. This qualifies because it aims to influence a legislative process.
- A citizens' initiative distributes flyers calling for a "yes" vote on a local referendum. This qualifies on multiple grounds.
In each case, the sponsor must create a transparency notice — regardless of whether they consider themselves a political actor.
Every Medium, Every Channel
The regulation applies across all media. Here is what that looks like in practice:
Digital Advertising
Online platforms that serve political ads have been subject to the regulation since October 2025. This includes social media ads, search engine ads, programmatic display, sponsored content, and email campaigns that meet the definition. Platforms must verify transparency notices before publication.
Print Media
Newspapers, magazines, and direct mail are covered starting October 2026. A political ad in a regional newspaper requires the same transparency notice as a targeted Instagram campaign. The only difference is the delivery mechanism — a QR code on the printed ad links to the publicly accessible notice.
Broadcast
Television and radio spots that meet the political advertising definition require transparency notices. Broadcasters must verify that notices exist and are properly linked before airing the content.
Physical Materials
Flyers, posters, billboards, and other physical materials are included. A campaign poster on a lamppost, a flyer in a mailbox, a banner at a rally — all qualify if they meet the Art. 2(2) definition. Each must carry a reference (typically a QR code) to its transparency notice.
What Does NOT Count?
The regulation includes specific exclusions. Purely journalistic content produced by editorially independent media is excluded, provided it is not paid for by a third party. Internal communications within a party or organisation that are not intended for the general public are also excluded. Personal opinions expressed by individuals on their own social media accounts, without any form of sponsorship or payment, generally fall outside the scope — though the line can be thin.
Why This Matters for You
The breadth of this definition means that many organisations and individuals who do not think of themselves as political advertisers may nonetheless be caught by the regulation. Advocacy groups, trade associations, NGOs, local campaign teams, and even individual candidates running for municipal office all need to assess whether their communications qualify.
Non-compliance is not a minor issue. Article 29 provides for penalties of up to 6% of annual turnover for serious infringements. The cost of creating a transparency notice, by contrast, is measured in minutes.
Get Started With Compliance
If you are a candidate, a party official, or anyone involved in political communication, the fastest path to compliance is to create your first transparency notice now. The Taurus wizard walks you through every required field in under 10 minutes, generating a regulation-compliant notice that satisfies Art. 9 PAR requirements automatically.