The giant will have to disclose information also on the number of individuals targeted by the ad and the source of personal data used.
The EU will unveil draft legislation aimed at curtailing the use of social media practices such as microtargeting and user profiling by forcing technology groups to share information on how they disseminate ads and target citizens online.
Tech groups will have to disclose the number of individuals targeted by the ad and the source of personal data used, including whether the information was obtained first hand, inferred or gathered from a third party, a draft document showed on Tuesday.
Ms. Vera Jourova, the European Commission vice-president for values and transparency, this month told an audience in Lisbon that digital advertising for political purposes “is the unchecked race of dirty and opaque methods”.
We have to hit the ‘slow down’ button, because our democracy is too precious, she said. The right to speak does not mean the right to reach, she emphasised.
The rules will make political parties label their ads and force companies working on so-called issues-based advertising to clearly identify which political party is funding an ad.
The firms that break the rules face a fine of up to 5 per cent of turnover in line with the privacy rules in place in the bloc, the lawmakers proposed.
The regulation will be legislated end of the current European parliament in 2024.
The tougher rules will force rogue actors using online media accounts on networks such as Twitter to identify who is sponsoring their content.