Dutch media companies launch politiekereclame.nl
Collective solution for transparency in political campaigns
The largest Dutch publishers and TV and radio stations are today introducing a joint platform: politiekereclame.nl. This initiative enables political parties and other organizations to comply with the new European rules on transparency in political advertising campaigns in a simple and efficient manner.
From October 10, 2025, a European regulation will apply that requires political advertising to be clearly recognizable and accompanied by a transparency statement. Media companies are responsible for making this information visible and accessible. The politiekereclame.nl platform was developed by the industry organizations Audify, Magazine Media Associatie (MMA), NDP Nieuwsmedia, Outreach, and Screenforce, in close collaboration with their affiliated publishers and broadcasters.
Central website: politiekereclame.nl
The new website politiekereclame.nl has been developed to enable simple and efficient compliance with the new European rules. Here, political parties and other organizations that use commercial communication to influence voting behavior or political decision-making can submit their transparency statement for all media to be used in the advertising campaign in one go. These statements are kept for seven years and are publicly accessible to the Dutch public. In addition, visitors can submit a complaint via the website if they feel that a political expression is not sufficiently recognizable as such or if a declaration is not sufficiently transparent.
Campaign creators can download labels from the website that refer to the transparency declaration. These labels can be easily integrated into advertisements for audio, TV, newspapers, magazines, outdoor advertising, and online, so that the message complies with the new regulations.
