Meta is responding to the upcoming TTPA regulation in the EU, which mandates detailed labeling of digital political ads. The company argues that the law imposes excessive complexity and uncertainty, complicating processes for advertisers. Despite this, Meta assures that political discourse will continue unabated on its platforms. Competitor Google also criticized the broad nature of the regulation for making political ad identification challenging. Digital companies previously established transparency measures to preemptively address potential regulatory burdens. Meta warns that the law may diminish competition and consumer choices in the digital ad space.
Meta points out that the TTPA regulation introduces significant obligations that complicate the advertising process, leading to legal uncertainty for advertisers and platforms in the EU.
Meta clarified that the decision to adjust their political ad strategy won't hinder individuals or candidates in the EU from discussing or debating political matters on their platforms.
Google indicated that the TTPA's broad nature complicates the process of accurately identifying political ads, hampering effective labeling at scale.
Previous efforts by digital giants to create political ad transparency tools were intended to demonstrate proactive measures before the introduction of any burdensome regulations.
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