This proposal aims first and foremost to contribute to the proper functioning of the internal market for political advertising by laying down harmonised rules for a high level of transparency of political advertising and related services.
These rules will apply to providers of political advertising services.
It also aims to protect natural persons with regard to the processing of personal data by laying down rules on the use of targeting and amplification techniques in the context of political advertising.
These rules will apply to all controllers -i.e., beyond providers of political advertising services, making use of such targeting and amplification techniques.
Fragmented definitions of political advertising across Member States pose challenges when it comes to establishing whether advertising qualifies as political. There are substantial differences in the scope and substance of the transparency obligations applicable to service providers providing services connected to political advertising within Member States and between Member States, depending on the means and the national political traditions, leading to fragmentation. Some Member States only forbid anonymous political advertising, others require specific information on funding or on the identity of the sponsor to be displayed on the advertisement and some Member States have requirements on the labelling of political advertisements or for there to be a clear separation between advertising and editorial content.
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