Transparency: Von der Leyen's election advertising violates EU rules

EU Commission President Ursula von der Leyen (CDU) is failing to act as a role model when it comes to transparency in political advertising. The politician has not disclosed that she and her team are behind an online campaign for the European elections that has been running since mid-March.

An agency transferred a total of 69,300 euros for 17 advertisements to Google's advertising network, through which the advertisements were played out. "Immerse yourself in my campaign! Get exclusive updates" was the invitation in one of the banners, which was displayed in seven EU countries. The Paris-based consultancy firm MCC AdQuality is listed as the responsible party in Google's transparency register.

Thanasis Bakolas, Secretary General of the conservative European People's Party (EPP), for which von der Leyen is the lead candidate and wants to become Commission President again, confirmed to Politico that MCC AdQuality bought the advertising space on behalf of the group.

New regulation and code of conduct disregarded

The failure to disclose the actual sender is a clear violation of rules adopted during von der Leyen's time at the head of the Commission. In November, the EU bodies agreed on new requirements for transparency in political advertising. In principle, such advertising must be clearly labeled. It should be clear who finances an advertisement, how much is paid and where the funding comes from. However, the corresponding regulation will only come into force after the European elections.

However, the EPP has also signed a voluntary code of conduct. This contains a voluntary commitment to "ensure the transparency of political advertising and campaign messages". It also includes a commitment not to place any political advertisements via intermediaries such as advertising agencies without correctly citing the source.

Civil rights organizations such as the Civil Liberties Union for Europe, Reset, Panoptykon and Who Targets Me complained in an open letter that Google's advertising library endangers the integrity of the European elections and violates the Digital Services Act (DSA). The internet giant only publishes explicit "election ads", which does not meet the broader definition of political advertising. In addition, the directory does not contain any ads that are placed at regional or local level.

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