From October 2025, Meta will shut down political and social advertising across the EU. For many NGOs, this feels like the rug being pulled out from under them. But don’t worry—there are solutions. The real question is: how can you still make sure your message reaches your supporters? Read on to find out what this change means for you.
Concretely, Meta will stop all paid promotions in these three areas:
This affects all Meta platforms: Facebook, Instagram, and the rest of its ecosystem. For now, the ban will apply only within the EU.
If you’re advertising in the EU within one of these categories, you need to be ready to act on these changes very soon.
Meta is pulling the plug, stopping political, electoral, and social ads in the EU in response to upcoming European regulations. Meta calls it a difficult decision but explains that it comes as a direct reaction to the EU’s new law: TTPA. The legislation introduces stricter requirements for transparency in political advertising. Among other things, it should make it easier for citizens to recognize when they are seeing political ads.
What is TTPA?
TTPA is the EU’s new regulation on Transparency and Targeting of Political Advertising, which takes effect in October 2025.
With TTPA, ads will become less targeted—and therefore less relevant—for us as users.
These restrictions are not Meta’s own initiative but rather a direct consequence of new EU law.
Beyond political advertising, the new restrictions will also create serious challenges for NGOs.
NGOs (Non-Governmental Organizations) are independent, non-profit organizations that work for social, humanitarian, or environmental causes.
For Danish NGOs, this is a major blow. Many have relied on Meta’s advertising platforms as a cost-effective way to raise funds and spread their messages.
When the restrictions take effect, for example, aid organizations will lose a key channel, quickly limiting their reach.
“(…) Now we are losing a really cheap advertising channel,” said Robin Juel Johansen, campaign manager at DanChurchAid, in an interview with TV2.
For many NGOs, Meta’s decision feels like losing their voice. For years, the platforms have been a lifeline to raise money and raise awareness about everything from the climate crisis to emergency aid. Smaller organizations with tight budgets risk disappearing from public awareness altogether.
At Iternum Digital we specialize in digital marketing and already work with a range of NGOs. We can help you navigate these changing times safely.
There’s still much we don’t know. The key will be how restrictive Meta decides to be once the new legislation comes into effect on October 6.
It seems that whether you are hit by restrictions will depend on how your ads are categorized in Meta’s Ads Manager. Advertisers must check off the intended purpose of their ads themselves. Our early insights show that this categorization can, in practice, sometimes be bypassed—at least for now.
Not all NGO ads necessarily fall under this category, or they may land in a gray area. This means Meta’s AI could mistakenly reject your ads even if they don’t actually fall into the banned category. In such cases, you can request a manual review, and we often see ads being approved if they do not strictly qualify as political or social. For example, fundraising campaigns or ads for volunteer recruitment are often placed in the category even though they may not belong there.
Here’s what the categorization looks like in Ads Manager.
So all hope is not lost for NGOs. Many will likely find themselves in a gray zone. They are neither political actors nor traditional businesses, which still leaves room to advertise through Meta’s channels.
At Iternum Digital, we already help several Danish NGOs advertise on Meta. Our experience shows clearly that opportunities remain, and NGO advertising on Meta is far from a dead discipline.
In some cases, Meta’s algorithm has rejected NGO ads. But even then, we have often found a way through and had them approved. Remember: Meta is ultimately a marketplace, and its business depends on ads being shown.
Want to play it safe? We recommend NGOs set up a backup ad account. If your ads are repeatedly rejected, your primary account could risk suspension.
Diversify your efforts. Meta used to be a one-of-a-kind giant for social advertising. That is no longer the case. Today, several strong advertising platforms have gained traction in Denmark.
We want to highlight TikTok and LinkedIn. Two very different platforms, each with unique strengths.
By spreading your advertising across multiple platforms, you gain:
Meta may close the door on political, electoral, and social advertising in the EU, but that doesn’t mean your reach has to end. TikTok and LinkedIn offer different audiences and user behavior.
In recent years, we’ve increasingly worked with both TikTok and LinkedIn as advertising platforms—and with great success.
TikTok is a fast-growing platform, especially among the 16–34 age group. It offers enormous reach and rewards authentic, human storytelling. With short, honest narratives, you can turn engagement into action and support.
LinkedIn connects you directly with the people who can make things happen: decision-makers, foundations, companies, and high-value donors. Here, your ads can generate qualified leads, partnerships, and real donations.
While LinkedIn may not offer TikTok’s broad reach, it delivers precision and access to the right people.
When the rules of the game shift on social media, your owned channels become your safety net. With email and SMS, you own the relationship, the data, and the reach. You control the communication without relying on changing rules or algorithms. That ensures stable reach, so your messages always reach your supporters.
Email and SMS marketing remain some of the most effective and cost-efficient ways to communicate directly with supporters.
We encourage NGOs to act proactively: diversify across channels such as TikTok and LinkedIn, and strengthen owned channels like email and SMS.
The digital advertising landscape changes quickly, and new regulations create uncertainty for many NGOs. That’s why it’s essential not to face this alone. With the right guidance, you can gain clarity, adapt more easily, and ensure your fundraising and messages continue to deliver results in uncertain times.
Need help and a concrete roadmap? We are digital marketing specialists, working across channels every day. We know the NGO field and what it takes to adapt. We stay up to date on the latest changes, so you stay strong and ahead of the curve.
Meta will stop all political and social advertising in the EU on October 6, 2025. This applies across all its platforms, including Facebook and Instagram.
Meta is changing the rules in response to the EU’s new TTPA legislation, which requires greater transparency in political and social advertising.
We refer to Meta’s official guidelines for becoming an approved advertiser.
Ensure your NGO stays visible in a changing digital landscape. Feel free to call and we can explore your opportunities together.
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