Advertising is political when it is financed by a political actor themselves or by someone else on their behalf

OR

the message of the advertising is designed to influence voting behaviour or a legislative or regulatory process.

Examples of political advertising:

• Campaigns by parties and candidates
• A trade union campaign that advocates a change in the law
• A company’s brand campaign that takes a stand on new regulation (e.g. climate, sugar tax, etc.)

The Regulation is not limited only to advertising related to parties or candidates.
Societal advertising may also be covered by the Regulation if the aim of the communication is to influence political decision-making or public debate.

This means that:

• Corporate responsibility campaigns may be subject to the Regulation if they address topics linked to politics, such as climate, equality or taxation.
• Statements or positions that do not directly support a specific party or candidate may also constitute political advertising.
• If communication is defined as political or societal advertising, the same transparency information as for election advertising must be presented in connection with the advertisement.

Restricted topics in societal advertising include:

• Climate change campaigns
• Discussions on immigration policy
• Advocacy in favour of healthcare reform
• Communication on taxation and economic policy
• Themes related to social justice and human rights
• Content that addresses politically sensitive or socially divisive topics