Starting in September 2025, Google will restrict political content in Shopping ads across the EU, under Regulation 2024/900.
Restricted:
- Ads by/for political parties, candidates, or referendum campaigns.
- Ads designed to influence elections or legislation.
Allowed (with approval):
- Official government messages regarding voting logistics or participation must be submitted for exemption.
Action Required:
From mid-August, advertisers must self-declare if they plan to run political ads. If “Yes,” restrictions will apply.
Read the full update here: Policy update: European Union political content.
Google also announced related changes to the Google Ads API and scripts as part of this update. You can read more about them here: Changes for supporting European Union Political Ads Regulation in Google Ads API and Google Ads scripts.