{"id":401956,"date":"2025-09-24T14:16:30","date_gmt":"2025-09-24T14:16:30","guid":{"rendered":"https:\/\/belux.edmo.eu\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/"},"modified":"2025-09-24T14:48:12","modified_gmt":"2025-09-24T14:48:12","slug":"a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting","status":"publish","type":"post","link":"https:\/\/belux.edmo.eu\/lb\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/","title":{"rendered":"A Cross-Country Analysis of Electoral Advertising on Meta and Google during the EU 2024 Elections: Compliance, Transparency, and Targeting"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<p data-renderer-start-pos=\"46\">This report discusses the results of a <strong data-renderer-mark=\"true\">comparative study on political advertising during the 2024 EU elections<\/strong>. EDMO <span class=\"acronym-highlight\">BELUX<\/span> led and authored this collaborative effort of ten EDMO hubs, covering electoral advertising in fifteen EU countries. On the one hand, the report analyses <strong data-renderer-mark=\"true\">compliance and transparency of two Very Large Online Platforms and Search Engines<\/strong> (VLOPSEs) \u2014 Meta and Google \u2014 on commitments made on political advertising in the context of the Code of Practice (as of July 2025, Code of Conduct) on Disinformation. On the other hand, it assesses <strong data-renderer-mark=\"true\">use, spending and targeting by political parties<\/strong> during the run up to the European Parliament elections in June 2024.<\/p>\n<p data-renderer-start-pos=\"723\">In particular, we provide a comparison of the definitions of political ads in the EU, and assess the VLOPSEs\u2019 compliance with the transparency and targeting requirements as laid out in Reg(EU)2024\/900. Further, we test access to political ad data through Google and Meta\u2019s advertising libraries and Meta\u2019s advertising API, and analyse how political parties in fifteen countries elected to the European Parliament made use of political advertising and targeting on Meta and Google in the period leading up to the EU elections (April &#8211; June 2024).<\/p>\n<p data-renderer-start-pos=\"1271\">We conclude that <strong data-renderer-mark=\"true\">Meta and Google\u2019s definitions on political advertising are not fully aligned with Reg(EU)2024\/900<\/strong> and they <strong data-renderer-mark=\"true\">only partially fulfil transparency and targeting requirements<\/strong>. Further, while political ads can be retrieved through Google and Meta\u2019s ad services, data cleaning and prepping were resource intensive. Finally, in total, 30.000 ads were published and \u20ac 8.7 million was spent in political advertising during the <span class=\"acronym-highlight\">EU2024<\/span> elections in the fifteen countries included in the study. We found that <strong data-renderer-mark=\"true\">ad targeting was commonly used, but often in a rather general manner<\/strong>. This analysis sheds light on the recent decisions of both Meta and Google to withdraw their political ad services in the EU, and the <strong data-renderer-mark=\"true\">widely differing use, spend and targeting of political advertising<\/strong> by political parties during election periods.<\/p>\n<p data-renderer-start-pos=\"1271\">Read more <a href=\"https:\/\/belux-edmo.s3-accelerate.amazonaws.com\/wp-content\/uploads\/2025\/09\/EDMO-Analysis-of-Electoral-Advertising.pdf\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text css=&#8221;&#8221;] This report discusses the results of a comparative study on political advertising during the 2024 EU elections. EDMO&#8230;<\/p>\n","protected":false},"author":14,"featured_media":401967,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[470,234],"tags":[],"class_list":{"0":"post-401956","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-editors-choice-lu","8":"category-fuerschung-studien"},"acf":{"share_this_post_to_edmo_website":false,"affiliation":"BELUX","type":"Closed Event","location":"","start_date":"","start_date_event_begins_at":"","start_date_event_ends_at":"","end_date":"","end_date_event_begins_at":"","end_date_event_ends_at":"","organizer":"","show_metatags":false,"id":"","authors":"","organization":"","featured_image_copyright":"","text_copyright":"","source":"","fact_checker":"https:\/\/belux.wpengine.com\/wp-content\/uploads\/2021\/12\/afp_logo.png","fact_checker_logo_image":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Cross-Country Analysis of Electoral Advertising on Meta and Google during the EU 2024 Elections: Compliance, Transparency, and Targeting - EDMO Belux<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/belux.edmo.eu\/lb\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Cross-Country Analysis of Electoral Advertising on Meta and Google during the EU 2024 Elections: Compliance, Transparency, and Targeting - EDMO Belux\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text css=&#8221;&#8221;] This report discusses the results of a comparative study on political advertising during the 2024 EU elections. EDMO...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/belux.edmo.eu\/lb\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/\" \/>\n<meta property=\"og:site_name\" content=\"EDMO Belux\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-24T14:16:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-24T14:48:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/belux-edmo.s3-accelerate.amazonaws.com\/wp-content\/uploads\/2025\/09\/Cc9lAeiZ-Header-EDMO-Cross-Country-Analysis-of-Electoral-Advertising.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2340\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Panagiotis Ntatzis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Edmo_Belux\" \/>\n<meta name=\"twitter:site\" content=\"@Edmo_Belux\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Panagiotis Ntatzis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/belux.edmo.eu\/lb\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/belux.edmo.eu\/lb\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/\"},\"author\":{\"name\":\"Panagiotis Ntatzis\",\"@id\":\"https:\/\/belux.edmo.eu\/#\/schema\/person\/68d8de82b536bab3214628ccabe4d14d\"},\"headline\":\"A Cross-Country Analysis of Electoral Advertising on Meta and Google during the EU 2024 Elections: Compliance, Transparency, and Targeting\",\"datePublished\":\"2025-09-24T14:16:30+00:00\",\"dateModified\":\"2025-09-24T14:48:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/belux.edmo.eu\/lb\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/\"},\"wordCount\":355,\"publisher\":{\"@id\":\"https:\/\/belux.edmo.eu\/#organization\"},\"image\":{\"@id\":\"https:\/\/belux.edmo.eu\/lb\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/belux-edmo.s3-accelerate.amazonaws.com\/wp-content\/uploads\/2025\/09\/Cc9lAeiZ-Header-EDMO-Cross-Country-Analysis-of-Electoral-Advertising.jpeg\",\"articleSection\":[\"Editor's Choice Slider LU\",\"Fuerschung &amp; Studien\"],\"inLanguage\":\"lb-LU\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/belux.edmo.eu\/lb\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/\",\"url\":\"https:\/\/belux.edmo.eu\/lb\/a-cross-country-analysis-of-electoral-advertising-on-meta-and-google-during-the-eu-2024-elections-compliance-transparency-and-targeting\/\",\"name\":\"A Cross-Country Analysis of Electoral Advertising on Meta and Google during the EU 2024 Elections: Compliance, Transparency, and Targeting - 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