The goal of the new EU regulations is tocreate greater transparency and accountability in political communication across all platforms - both digital and offline - through the EU and EEA

‍

What does the regulation mean?

The new legislation introduces several key requirements:

• Political advertisements must be clearly marked as political advertising.

• They must include a transparency notice specifying who is behind the campaign and how much it cost.

• Rules on foreign financing are tightened, particularly during the three months leading up to EU elections or referendums, as well as local and national elections.

‍

Who is covered?

The regulations applies to:

• Political parties

• Election candidates

• Campaign groups established for specific elections or referendums

Note: Established charities with an ongoing mandate are not covered by these rules.

‍

Bauer Media Outdoor's role

As a media platform, we are committed to supporting transparency. However, assessing the actual content of political advertisements falls outside our role.

We are required to:

• Ensure that political advertisements are clearly labeled as political if their content is political.

• Provide a public complaints process regarding transparency and sponsor identification.

• Maintain a register of political advertisements for seven years.

• Periodically report to Danish authorities on payments for political advertising.

We are not required to:

• Moderate or assess the content of advertisements.

• Decide whether an advertisement is of a political nature.

• Handle complaints about ad content (this is the responsibility of the Danish electoral authorities).

‍

New opportunities to reach voters

While digital platforms such as Google and Meta are discontinuing paid political advertising in the EU, Bauer Media Outdoor continues to offer powerful alternatives for political communication in physical spaces:

• Nationwide and local outdoor exposure

• Classic Adshel and digital screens, with unique opportunities in the Copenhagen Metro, shopping areas, and other selected locations

• Targeting based on geography and demographics

• Documented impact and high visibility

At Bauer Media Outdoor, we help you reach voters across the country - including 24 municipalities and 32 stations in the Copenhagen Metro. With outdoor media, you gain reach, visibility, and measurable results - without being limited by digital platform restrictions.

‍

Have Questions?

Contact us for a no-obligation conversation about how we can support your political campaign within the new framework.

‍