Navigating the New Frontier of Political Ads: Microsoft and Google Respond to EU Regulation 2024/900

Get ready for a significant shift in the digital advertising landscape. With the European Union's (EU) Regulation 2024/900 on political advertising transparency set to take effect on October 10, 2025, major platforms like Microsoft and Google are updating their policies. For advertisers in the EU, understanding these changes is crucial to ensure your campaigns remain compliant and effective.

Here’s a breakdown of what each platform is doing and what actions you need to take.

Microsoft Advertising: A Ban on Political Ads

Microsoft is taking a definitive stance in response to the new regulation: it will not allow any political advertising on its platform. To enforce this, they are introducing a mandatory declaration process for all advertisers.

Key Takeaways from Microsoft's Policy:

• Mandatory Declaration: Before creating or importing any campaign, you must declare whether it is intended for political advertising. Campaigns flagged as "political" will not be allowed to proceed.

• Action Required by October 7, 2025: To see the new "Political advertising declaration" checkbox, you must sign out and then sign back into your Microsoft Advertising account.

• Update Your Tools: If you use Microsoft Advertising Editor, you must upgrade to the latest version (11.31.20692.60870 or newer) and properly sync your changes.

• The Default is "Non-Political": If you fail to take these actions (by not signing back in or updating the Editor), Microsoft will automatically consider all your campaigns as non-political.

• Campaign Imports: When importing campaigns from other platforms like Google Ads or Meta Ads, you will have to confirm their status. Any campaign marked as "political" will be skipped during the import.

In short, Microsoft's policy is simple: no political ads, period.

Google Ads: A Focus on Transparency

Google is also updating its policies to align with the EU regulation, but its approach is focused on enhanced transparency rather than an outright ban.

Key Takeaways from Google's Policy:

• Defining Political Ads: Google will restrict ads that are "by, for or on behalf of a political actor" unless they are purely private or commercial. It will also restrict ads designed to "influence the outcome of an election or referendum, voting behaviour or a legislative or regulatory process" at any level within the EU.

• Changes to Reporting: The "EU Political Ads Transparency" report will be discontinued this month. This data will still be publicly available in the Ads Transparency Center.

• Verification Updates: Advertisers who were already verified to run EU Election Ads will be automatically transitioned into the standard Google Advertiser verification program.

Google's approach is to clearly identify and provide transparency for political ads, rather than banning them entirely.

What This Means For You, the Advertiser

The key difference is clear: Microsoft is banning political ads, while Google is labeling them.

1. Review Your Campaigns: If you advertise in the EU, you must immediately review your campaigns to determine if they could be classified as "political" under the new EU regulation.

2. Prepare for Declaration: On Microsoft Advertising, be prepared to make a formal declaration for every campaign. This is not optional.

3. Update Your Software: Ensure your Microsoft Advertising Editor is up-to-date and that you have refreshed your platform login to see the new requirements.

4. Stay Informed: The digital advertising landscape is constantly evolving. These regulations signal a move toward greater transparency and accountability, and other platforms may follow suit.

How We Can Help

Navigating these policy updates can be complex, and a misstep could lead to campaign disruptions. As Certified Google Partners and Microsoft Advertising (Bing) Specialists, we are perfectly positioned to guide you through these changes.

Whether you need help auditing your campaigns for compliance, understanding the nuances of the new declaration processes, or developing a strategy that respects these new regulations, our team is here to assist. We can answer any questions you have and ensure your advertising strategy remains seamless and effective.

Don't let regulatory shifts disrupt your campaigns.

Contact us today for a consultation and ensure you are ready for October 2025 and beyond.