EU requires information on payers in advertising
The most important facts in brief
- New meta requirements
- Beneficiary and payer details
- No ad placement possible if not specified
.png)
Better rankings & more sales through perfect content for your target group
The European Union has issued new rules requiring advertisers to include a beneficiary and payer in their Facebook and Instagram ads for the EU or its affiliated territories from June 10, 2023. This regulation also applies to globally targeted ads and is mandatory in all new, duplicated or edited ads.
Advertisers who refuse to provide this information will be prevented from publishing their ads. The information must be provided when the ads are created and will be stored in the meta advertising library, but will not be visible in the ads themselves or in the feed. The information is kept in the ad library for up to one year after the ads have received their last impression.
It is important to note that the specification of beneficiaries and payers has no effect on ad delivery, costs, bids, functions or ad checks.
Who must be named as the beneficiary and payer? It is the responsibility of advertisers to comply with the applicable laws and regulations of the country in which they wish to place their ads.
Under the EU Digital Services Act (DSA), advertisers must provide information about the natural or legal person on whose behalf the advertisement is placed (beneficiary) and the person or organization paying for the advertisement (payer). Various scenarios can arise:
The indication of beneficiaries and payers is required if advertising is targeted either worldwide or at the following EU countries and territories:
These new requirements ensure that transparency and accountability in advertising are guaranteed and serve to protect consumers within the EU.
The European Union has issued new rules requiring advertisers to include a beneficiary and payer in their Facebook and Instagram ads for the EU or its affiliated territories from June 10, 2023. This regulation also applies to globally targeted ads and is mandatory in all new, duplicated or edited ads.
Advertisers who refuse to provide this information will be prevented from publishing their ads. The information must be provided when the ads are created and will be stored in the meta advertising library, but will not be visible in the ads themselves or in the feed. The information is kept in the ad library for up to one year after the ads have received their last impression.
It is important to note that the specification of beneficiaries and payers has no effect on ad delivery, costs, bids, functions or ad checks.
Who must be named as the beneficiary and payer? It is the responsibility of advertisers to comply with the applicable laws and regulations of the country in which they wish to place their ads.
Under the EU Digital Services Act (DSA), advertisers must provide information about the natural or legal person on whose behalf the advertisement is placed (beneficiary) and the person or organization paying for the advertisement (payer). Various scenarios can arise:
The indication of beneficiaries and payers is required if advertising is targeted either worldwide or at the following EU countries and territories:
These new requirements ensure that transparency and accountability in advertising are guaranteed and serve to protect consumers within the EU.
As a shrewd media buyer, Jonas specializes in making campaigns on Meta effective for clients.
Better rankings & more sales through perfect content for your target group
As a shrewd media buyer, Jonas specializes in making campaigns on Meta effective for clients.
.png)
.png)
.png)
.png)
%2520(3).png)
%2520(4).png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
%2520(7).png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
%2520(6).png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
