Google Tightens EU Political Ad Regulations
Google is bolstering its regulations for political advertising in the EU. Starting September 8, 2025, mandatory declarations for EU political ads will be enforced on the Display & Video 360 API. This follows the rollout of Structured Data Files version 9, which includes a 'Contains EU Political Ads' column.
The API will now reject operations lacking proper declarations for new line items or existing items undergoing geography targeting updates. Advertisers can make declarations at the advertiser level, which automatically apply to all line items unless overridden during creation. The Display & Video 360 API has added the 'containsEuPoliticalAds' field to LineItem and Advertiser objects in both v3 and v4 versions. This field accepts three values: CONTAINS_EU_POLITICAL_ADVERTISING, DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING, and an unspecified state requiring explicit declaration.
Campaigns declaring EU political content will stop serving ads in the EU on September 22, 2025. Advertisers must declare whether line items will serve EU political advertisements when creating them. The latest version uses YES and NO values for declarations, with support for older versions ending in March 2026.
Google's new enforcement procedure for EU political advertising aims to enhance transparency and compliance. Advertisers should acquaint themselves with the new requirements and ensure they make accurate declarations to avoid service disruptions.
