Facebook and Instagram will no longer show political advertisements to European users starting in October. New EU regulations require social networks to counter foreign interference in elections, for example. To prevent violations, Facebook and Instagram will refuse political advertisements.
Meta, the parent company behind Facebook and Instagram, announced the decision to stop political advertising in the European Union on Friday. According to the social media company, the new European rules bring “significant operational challenges and legal uncertainties.”
The company said it did not take the decision lightly. “We remain convinced that online political advertising is an essential part of modern politics,” Meta writes in a statement.
The EU has established new rules because there are growing concerns about political advertisements on social media. Parties, political entrepreneurs and interest groups are increasingly targeting their target groups using data. Critics say they are fueling polarization in society. Furthermore, malicious actors from abroad would try to manipulate elections in Europe.
Meta says it has taken several measures to provide more transparency for advertisements about politics, elections or social issues. For example, the company states that advertisers must go through an authorization process to prove who they are and where they live. Political advertisements also include a disclaimer stating who paid for the advertisement.
European rules are ‘unworkable’ according to Meta
The new European rules impose additional obligations that are “unworkable,” Meta states. For example, it becomes more difficult for advertisers to reach their target groups in a targeted manner. According to Meta, this leads to people seeing less relevant advertisements on Facebook and Instagram.
Meta emphasizes that this decision only applies to users in the European Union. Political discussions on Facebook and Instagram are still allowed. Politicians may also continue to post and share updates via Meta’s social networks. “They just can’t amplify these updates via paid advertising,” Meta writes.