Meta has new requirements for brands that advertise to Europeans.

The EU Digital Services Act now mandates Meta to provide more ad targeting information on the beneficiary and payer of ads that target anyone residing within the European Union. This means that if you run any Facebook or Instagram ads that specifically target these audiences, you'll soon need to update your ad targeting to comply with the new regulations. 

🚨 Effects on Facebook and Instagram Ads

For any ad set with an audience in the EU, advertisers will have to indicate both the person or brand benefiting from the ad and the person or brand paying for the ad. In most cases, advertisers will add their business name to both fields.

👨‍💻 Effects on Developers

This will be coming to the API as well so that you'll be able to specify these in your third-party ad tool of choice. And by the end of August, Meta will display beneficiary and payer information in the Ad Library and the Ad Library API for all ads created on or after June 22, 2023, that target the EU or associated territories.

💰 Potential Consequences for Meta

Failure to comply with these regulations could lead to significant penalties for Meta. The company recently faced a $1.3 billion fine for the unauthorized transfer of EU user data to the U.S. without explicit permission or adequate protections in place.

Image: Meta / Canva