Political parties will soon no longer be allowed to simply target voters online with political advertising. This is stated in a letter that the Autoriteit Persoonsgegevens AP) is sending today to all parties participating in the Dutch parliamentary elections. A new European regulation on political advertising will apply from October 10, 2025.
This is the Regulation on Transparency and Targeted Political Advertising (VPR). With the VPR, the legislature aims to prevent voters from being surreptitiously influenced during electoral campaigns and eroding confidence in fair elections. The AP monitors the articles of the VPR that deal with targeted online political advertising involving the processing of personal data. With the letter, the AP points political parties to the new rules and provides explanations.
The VPR lists the requirements that organizations must meet in order to be allowed to target people with targeted online political advertising, such as through social media. 'Targeted' means that the advertising (does not) reach a particular target group (also called 'targeted ads'). In addition, the VPR sets requirements for how these organizations must provide information about their targeted online political advertising.
Monique Verdier, vice president of the AP: 'The new rules make it clear that political parties must handle voters' personal data very carefully. Targeting someone with political advertising is only allowed under strict conditions. Political parties must also be open about their targeted online political advertising, so that people know where they stand. The AP monitors these rules. In this way we ensure that election campaigns are not at the expense of the fundamental rights of voters.'
One of the conditions for approaching people with targeted online political advertising is that this is only allowed if they have given their explicit consent. Other conditions apply to communication by political parties to (former) members about their activities: if (former) members have provided data themselves, political parties may send them newsletters. Furthermore, among other things, personal data of young people may not be used for targeted political advertising if the organization is reasonably sure that someone is under 18.
Political parties must be open about their online advertising, keep records and policies, and disclose risks to voters annually. Advertising agencies and online platforms must also be transparent about political advertising, the use of targeting and the processing of personal data.
The AP calls on political parties to check whether their election campaigns comply with the new rules and adjust them if necessary. It is also important that they share the rules with all candidates and organizations that process personal data for them, such as advertising agencies. Political parties remain ultimately responsible for their campaigns.
The AP will soon publish guidance on targeted online political advertising. In it, the AP will elaborate on the new rules to help political parties and other concerned organizations further along the way.
