Google will update its Political content policy for Google Ads in September 2025 to impose regional restrictions on political advertising within the European Union (EU), aligning with EU Regulation 2024/900. This update restricts ads by or on behalf of political actors—such as political parties, alliances, candidates, elected officials, and campaign organizations—that aim to influence elections, referendums, voting behavior, or legislative/regulatory processes at any EU, national, regional, or local level.
Definition of Political Actors and Restricted Ads
Political actors include:
- Political parties or related entities
- Political alliances and European political parties
- Candidates or officeholders at all levels within the EU
- Members of EU institutions (excluding certain courts and the European Central Bank)
- Political campaign organizations focused on elections or referendums
- Individuals or entities representing these groups and promoting their political objectives
Ads restricted under this policy feature:
- Political parties, coalitions, current officeholders, or candidates for EU Parliament or national offices within EU member states
- Referendum questions, campaign groups, or calls to vote related to national or regional referendums on sovereignty
Permitted Ads and Application Process
Ads allowed upon successful application include:
- Official messages from EU Member States or the EU strictly about election or referendum organization, candidacy announcements, or promoting participation
- Public communications by or on behalf of public authorities or governments that provide official information without aiming to influence election outcomes or voting behavior
Advertisers meeting these criteria can apply for exemptions or appeal policy decisions through the policy help center. Agencies managing multiple accounts must apply for each account separately.
Self-Declaration and Transparency Changes
From mid-August 2025, advertisers must declare if they intend to run political ads as defined. Declaring "Yes" will trigger automatic restrictions when the policy takes effect in September.
The EU Political Ads Transparency report will be discontinued in September 2025, but previously reported EU Election Ads will remain accessible in the Ads Transparency Center, subject to retention policies. Verified advertisers for EU Election Ads will transition to the Google Advertiser verification program.
Enforcement and Warnings
Violations of the updated Political Content policy will not cause immediate account suspension. Google will issue warnings at least 7 days before any suspension action.
