Google Ads Updates Political Content Policy for the EU by September 2025
In a recent announcement via email and an online update, Google revealed that it will be revising its Political Content policy for Google Ads. This change is set to take effect in September 2025 and introduces new regional restrictions specific to the European Union (EU).
Key Restrictions on Google Platforms
Starting September 2025, the following types of political content will no longer be allowed:
- Political Advertising: Ads created by or for political actors will be restricted unless they are purely private or commercial in nature.
- Election Influence Ads: Any ads designed to sway the outcome of elections, referendums, voting behaviors, or legislative processes at any level—EU, national, regional, or local—are prohibited.
Definition of Political Actors
Under EU Regulation 2024/900, a political actor is defined as:
- A political party or any related entity.
- A political alliance or a European political party.
- Candidates or current officeholders at various government levels (from local to EU).
- Members of EU institutions (excluding specific bodies like the Court of Justice and Central Bank).
- Political campaign organizations aiming to influence election outcomes.
- Any individuals or entities acting on behalf of the above groups to promote their political goals.
Prohibited Ads
Additionally, Google will not permit ads featuring:
- Political parties, coalitions, or any candidates for the EU Parliament or national offices.
- Referendum questions, campaign groups, or calls related to national referendums.
Permissible Ads After Approval
Certain ads, however, may still run if they meet specific criteria:
- Official Messages: Advertisements from official EU or Member State sources that focus on organizing or participating in elections or referendums, including candidate announcements or referendum questions.
- Public Communication: Information provided by or on behalf of public authorities, as long as it does not aim to influence voting outcomes or legislative processes.
Self-Declaration Requirement
Beginning in mid-August 2025, advertisers must declare their intent to run political ads as outlined above. If you answer ‘Yes’ to this declaration, the restrictions will automatically apply when the new policy takes effect in September.
Updates to Transparency Reporting
As of September 2025, the EU Political Ads Transparency Report will no longer be available. However, previous EU Election Ads data will still be accessible in the Ads Transparency Center under established retention policies.
- Advertisers with verified accounts for EU Election Ads will transition to Google’s broader Advertiser Verification program.
Policy Violations
Google has stated that any violations of its Political Content policy will not result in immediate account suspension. Instead, advertisers will receive a warning at least seven days prior to any account suspension.
