EU verlangt Angaben zu Zahlenden in Werbung
Die Europäische Union hat neue Vorschriften erlassen, die Werbetreibende dazu verpflichten, ab dem 10. Juni 2023 to indicate a beneficiary and a payer in their Facebook and Instagram ads for the EU or its associated territories. This regulation also applies to worldwide advertising and is binding in all new, duplicated or edited advertisements.
Advertisers who refuse this information will be prevented from publishing their ads. The information must be provided when creating the ads and is stored in the meta advertising library, but is not visible in the ads themselves or in the feed. The information is retained in the advertising library for up to one year after the ads receive their last impression.
It's important to note that specifying beneficiaries and payers does not affect ad delivery, costs, bids, features, or ad reviews.
Who must be named as the beneficiary and payer?
The responsibility lies with advertisers to comply with the applicable laws and regulations of the country in which they wish to display their advertisements.
The EU Digital Services Act (DSA) requires advertisers to provide information about the natural or legal person on whose behalf the advertisement is being served (beneficiary) and the person or entity paying for the advertisement (payer). Various scenarios can occur:
- A small business can be listed as both a beneficiary and a payer.
- In the case of a subsidiary of a parent company, the subsidiary can be named as the beneficiary and the parent company as the payer.
- When an individual promotes a product, service or candidacy, the name of the product, service or candidate being promoted must be included as a beneficiary. In this case, the individual acts as the payer.
Beneficiary and payer identification is required when advertising is targeted either globally or to the following EU countries and territories:
- Ålandinseln
- Österreich
- Azoren
- Belgien
- Bulgarien
- Büsingen am Hochrhein
- Campione d’Italia and Italian areas of Lake Lugano
- Kanarische Inseln
- Kroatien
- Zypern
- Tschechische Republik
- Dänemark
- Estland
- Finnland
- Frankreich
- Französisch-Guayana
- Deutschland
- Griechenland
- Guadeloupe
- Helgoland
- Ungarn
- Irland
- Italien
- Lettland
- Litauen
- Livigno
- Luxemburg
- Madeira
- Malta
- Martinique
- Mayotte
- Melilla and Ceuta
- Berg Athos
- Niederlande
- Polen
- Portugal
- Réunion
- Rumänien
- St. Martin (Frankreich)
- Slowakei
- Slowenien
- Spanien
- Schweden
These new requirements ensure transparency and accountability in advertising and protect consumers across the EU.
