Ads & Data (Mediahuis Belgium’s advertising sales house) introduces new, transparent approach to political advertising
Since 10 October 2025, new European rules on political advertising have come into force. This legislation imposes stricter transparency requirements on media companies and aims to better protect citizens from disinformation and unwanted influence.
Ads & Data, the advertising sales house of Mediahuis Belgium, is using this regulation as an opportunity to further strengthen its policy on political advertising. The company is rolling out a renewed and uniform approach across TV, newspapers, magazines and digital channels where political advertising is permitted. The goal: maximum transparency for citizens and maximum legal certainty for advertisers.
Transparency First: Mandatory Label and Clear Provenance
Every political advertisement sold by Ads & Data will now carry a visible label across all relevant media channels. That label links to a transparency statement providing additional information about, among other things, the advertiser, the theme and the financing of the ad. This ensures that the origin of the message is immediately clear to the public—regardless of the channel or format.
Ads & Data is providing advertisers with a practical toolkit on labelling and the transparency statement.
Addressing Technical Challenges: Reliable Delivery
The tightened regulation also brings technical challenges. Major international platforms such as Google, Meta and Microsoft have decided to stop facilitating political advertising.
Ads & Data is therefore working with technological partners to ensure political ads are delivered in a reliable and verifiable way across the authorised channels. This allows advertisers to continue planning campaigns within a locally rooted media ecosystem, fully compliant with EU legislation.
Strict Rules on Personal Data: No Individual-Level Targeting
The new EU regulation states that targeted political advertising is only allowed when individuals have explicitly consented to the use of their data for this purpose.
Ads & Data is opting for a cautious and transparent approach:
- An offering across TV, newspapers, magazines and digital channels
- Without targeting based on personal data
- Sales of political ads exclusively through direct buying
- No programmatic or automated systems, ensuring maximum control and transparency
In this way, Ads & Data combines reach for advertisers with strong protection of citizens’ privacy.
Continuing to Adapt to Evolving Regulations
European rules on political advertising continue to evolve. Ads & Data closely monitors these developments and stands ready to adjust its offering and processes whenever necessary.
In doing so, Ads & Data aims to guarantee that political advertisers can rely on a clear, transparent and legally compliant environment—while ensuring that consumers always know who is behind each message.
Questions about political advertising? Contact Ads & Data.
