The initiative behind political advertising transparency in Europe.

New rules for political advertising

From 10 October 2025, Regulation (EU) 2024/900 of the European Parliament and of the Council of 11 April 2024 on transparency and targeting of political advertising applies. The rules are designed to ensure greater openness and transparency, so that you as a citizen can always see who is behind a political advertisement and what information has been provided in connection with it. This gives you a better basis for evaluating messages in the public sphere.

What is polads.eu?

To make the process simple and uniform across media, STEP Network has developed a common framework together with a number of Danish media outlets. All political advertisers must, before they can book a political advertisement in the publisher's own system, complete a mandatory registration form on this site. When the form is submitted, a unique PAID (Political Advertisement ID) is automatically created. This ID is linked to all the information the advertiser has provided and follows the campaign across media: digital platforms, print, radio, streaming, outdoor, etc. As a citizen, this means that when you see a political advertisement, you can always:

Platform development

We continuously develop the platform with new features and improvements. See our roadmap for planned features, or visit the changelog to see what is new.

Built from a concrete need

PolAds.eu was not built as a theoretical compliance project. The platform was created in response to a concrete need to make sure political actors can keep communicating through advertising, and that the industry can handle the new European requirements in a responsible and verifiable way. The aim is to make transparency about political advertising easier to achieve, without making it unnecessarily hard for candidates, organisations and media to take part in the democratic conversation.

Complaints

If you believe that a political advertisement does not comply with the rules in Regulation (EU) 2024/900, or if you wish to file a complaint about the content or execution of a campaign, you can do so directly on this site. Click the Complaint button when you have found the specific advertisement, provide your contact details and describe the reason for the complaint. Your complaint is automatically forwarded to the publisher where the registration took place, who is responsible for handling the case and getting back to you.

Contact PolAds.eu

If you have questions about the platform, about implementation or about how political advertising is handled, you are welcome to contact us.

Rasmus Hovgaard Hansen

Head of Partnerships

Rasmus helps new users get started with PolAds.eu and works out the setup that fits their workflows.

• Email: rasmus@polads.eu
• Phone: +45 60 53 24 40
• General enquiries and support: Contact us here

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