Adform will no longer allow political advertising to run programmatically in the EU

The EU Transparency and Targeting of Political Advertising Regulation (TTPA) will take effect on October 10, 2025. This regulation applies to all political advertising shown in the EU and introduces strict new requirements around transparency, targeting, and reporting.

Adform’s decision

To adhere to the regulation, as of October 9, 2025 Adform will no longer allow political advertising to run programmatically in the EU.

It is important to distinguish between political and civic advertising:

  • Political Ads include content promoting a party, candidate, ballot measure, or election-based initiative. These will not be supported in the EU.
  • Civic Ads, such as health public service announcements, or the promotion of tools and services, may continue to run as normal.

Outside the EU, Adform’s stance remains unchanged.

Why we took this stand?

  • There remains significant uncertainty regarding the precise steps required to comply with the regulation, with little to no definitive guidance available.
  • Our analysis and discussions with leading publishers confirm that the wider market and ecosystem are not yet ready to fully support TTPA-compliant programmatic setups.
  • The risks are disproportionate, as breaches could result in fines of up to 6% of annual global turnover, making non-compliance untenable.

Adform’s policies

The above decision has been reflected and apply as of October 10, 2025, in Adform’s Policies and Guidelines for Ad Quality Policies, Publisher Policies and DMP Audience Policies. These policies are a part the contractual framework for all our clients contracts, and they can be found here: Policies and Guidelines - Adform.

Looking ahead

Adform remains committed to providing advertisers, agencies, and publishers with a transparent, compliant, and secure platform. We will continue to monitor regulatory developments closely and adapt our policies as the landscape evolves.