The European Commission wants it to be clearer from whom online political advertisements come.

Advertisers should also no longer show advertisements based on sensitive personal data.

With the proposal, the Commission aims to make online political advertising clearly identifiable as such, so that it is fully clear to users why they are shown certain advertisements.

It should also state who paid for the ad and how much.

The Commission has submitted a legislative proposal to make this happen.

It still has to be approved by the European Parliament and the European Council.

The proposal also states that the use of sensitive personal data should be prohibited without the explicit consent of data subjects.

This concerns, for example, advertisements that are shown on the basis of the user's ethnic origin, religious beliefs or sexual orientation.

The European Commission says it will present the proposal as part of a package of measures "to protect the integrity of elections and open democratic debate".

"New technologies should be used to emancipate, not to manipulate," said Vice-President for Values ​​and Transparency Vera Jourová.

Rules should protect elections

European Commissioner for Justice Didier Reynders adds that a well-functioning society cannot do without fair and transparent elections.

"We must therefore support inclusive and equal participation in the European Parliament elections of 2024 and in municipal elections across the EU. The proposal on political advertising ensures the safe use of personal data in political targeting and protects the democratic process," said Reynders.

The Commission does not go into detail about how advertisements should be labeled.

It is also unknown when the new rules should come into effect.

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