Meta, the parent company of Facebook, Instagram and WhatsApp, has announced changes in the Netherlands that should start in October.
Facebook is going to change in the Netherlands
The change that Meta has announced has to do with advertisements on political and social issues. In one blog post It states that such advertisements in the Netherlands will no longer be allowed on Facebook and Instagram from the beginning of October. Although that is quite a remarkable moment, given the national elections here on October 29, it has nothing to do with each other.
The decision comes entirely from a European obligation in the Transparency and Targeting or Political Advertising regulation (TTPA). It states, among other things, that political advertisements are only permitted under certain circumstances. Advertisements with personalized targeting on specific people are no longer allowed.
These European rules make it virtually impossible for Meta to offer political advertisements in the Netherlands in a legal way via Facebook or Instagram. Meta is not the only company forced in this position. Google already had to deal with similar limitations last year.
Only in the EU
Meta says that due to the new rules it only had the choice between using advertisements that do not work at all for advertisers or users, or completely stop using political advertisements. The company therefore opts for the latter. According to Meta, politicians in the Netherlands are still just welcome on Facebook and Instagram. They can no longer send advertisements.
The change of Facebook does not only apply to the Netherlands, but specifically to the EU. Outside of Europe, political advertisements continue to exist in the same way. According to Meta, personalized advertisements are crucial for many advertisers. The regulations of the TTPA undermine the company’s ability to offer these services to advertisers considerably.
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