Why This Regulation Exists
Democratic elections depend on informed voters. When political advertising operates without transparency — when voters cannot see who paid for a message, why they were targeted, or where the money came from — the integrity of the democratic process is at risk.
The European Union recognized this problem and responded with Regulation (EU) 2024/900, officially known as the Regulation on the transparency and targeting of political advertising. In practice, it is commonly referred to as the Political Advertising Regulation (PAR).
The regulation addresses three core concerns:
- Disinformation: Without transparency requirements, misleading political messages can spread without accountability.
- Foreign interference: Without funding disclosure, actors outside the EU can covertly influence elections and referendums within it.
- Erosion of trust: When voters sense that political advertising operates in the dark, trust in democratic institutions declines.
The PAR is the EU's answer to all three.
When It Took Effect
Regulation (EU) 2024/900 entered into force in October 2025. As a regulation (not a directive), it is directly applicable in all EU member states. This means there is no need for national implementation legislation — the rules apply as written, from Lisbon to Helsinki, from Dublin to Nicosia.
However, certain provisions have staggered timelines. Most notably, publisher verification duties under Art. 11 have a transitional period until October 2026.
What the Regulation Requires
At its core, the PAR establishes a transparency framework for political advertising across the entire EU. Here is what it demands:
Transparency notices for every political ad (Art. 9)
Every political advertisement must be accompanied by a transparency notice. This notice must disclose who sponsored the ad, who paid for it, how much it cost, where the funding came from, which election it relates to, and — if personal data was used for targeting — a detailed description of the targeting methodology.
Art. 9 is the heart of the regulation. It defines the information that must be made publicly accessible for every single political ad, regardless of medium or budget.
Publisher verification (Art. 11)
Publishers — including newspapers, broadcasters, advertising platforms, and online media — must verify that a valid transparency notice exists before publishing any political advertisement. They cannot simply take the advertiser's word for it; a structured verification process is required.
Public accessibility and retention (Art. 12)
Transparency notices must remain publicly accessible for five years after the advertisement was last published. Any changes to a notice must be documented, creating a revision history that the public can inspect.
Complaint mechanisms (Art. 15)
Sponsors of political ads must provide a mechanism for the public to report issues — for example, if a notice contains incorrect information or if the ad itself is misleading. This ensures that transparency is not a one-way street.
Penalties (Art. 29)
Non-compliance carries real consequences. Member states must establish penalties that are effective, proportionate, and dissuasive. The maximum: up to 6% of annual turnover for organizations or 6% of annual income for individuals.
The Key Articles at a Glance
| Article | Subject |
|---|---|
| Art. 9 | Content of the transparency notice |
| Art. 11 | Publisher verification duty |
| Art. 12 | Retention and public accessibility |
| Art. 15 | Complaint and notification mechanism |
| Art. 29 | Penalties for non-compliance |
The Implementing Regulation
The PAR sets out the principles. The technical details — the precise format, structure, and data fields of transparency notices — are specified in Implementing Regulation (EU) 2025/1410. This implementing regulation ensures that transparency notices follow a standardized format across all member states, making them machine-readable and comparable.
The Taurus builds transparency notices in full compliance with Implementing Regulation (EU) 2025/1410, so you do not need to interpret the technical specifications yourself.
What This Means in Practice
If you are involved in political advertising — whether as a candidate, a party, an agency, a newspaper, or a platform — Regulation (EU) 2024/900 applies to you. The requirements are not optional and do not depend on the size of your budget or the reach of your campaign.
The good news: the regulation is designed to be workable. A single transparency notice takes minutes to create. The challenge is not complexity — it is awareness. Many organizations that need to comply do not yet know that the regulation exists or that it applies to them.
That is precisely the gap The Taurus was built to close. We provide the tools and guidance to make compliance straightforward, so you can focus on your message while meeting your legal obligations.
This article is for informational purposes only and does not constitute legal advice. For specific questions about your compliance obligations, consult a qualified legal professional.