Starting October 10, 2025, new rules will apply to political advertising. On this page, you’ll find the information you need to launch a political advertising campaign.

ABOUT THE NEW EUROPEAN RULES

The new European regulation is intended to make it easier for citizens to recognize political advertising. It also aims to combat disinformation and foreign interference. Among other things, this means that political advertising must be labeled. Additionally, information regarding the client and funding, among other details, must be made available through a transparency statement.

Please note: The rules apply not only to political parties but also to other organizations. For example, to companies, (civil society) organizations, or charities that attempt to influence voting day or the outcome of an election or legislative process through a campaign.

If you are running a political advertising campaign, please contact us in a timely manner via your account manager or via [email protected]. Ads that do not comply with the new terms and conditions cannot be placed.

POLITIEKERECLAME.NL
The largest Dutch publishers and TV and radio stations have introduced 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. The politiekereclame.nl platform was developed by the industry organizations Audify, Magazine Media Association (MMA), NDP Nieuwsmedia, Outreach, and Screenforce, in close collaboration with their affiliated publishers and broadcasters.

TRANSPARENCY STATEMENT
On politiekereclame.nl  political parties and other organizations that use commercial communication to influence voting behavior or political decision-making can submit their transparency statement in one go for all media to be used in the advertising campaign. These statements are retained for seven years and are publicly accessible to the Dutch public. In addition, visitors can file a complaint via this website if they believe that a political message is not sufficiently recognizable as such or if a declaration is not sufficiently transparent.

As an advertiser, you can easily create an account on the website, fill out the declaration, and publish it. 

MANDATORY DISCLOSURE IN ADVERTISEMENTS
All political advertisements must include a label. The legal requirements apply to all types of advertisements. Mediahuis provides a toolkit for audio and print at the bottom of this page. For online campaigns, Mediahuis places the label on behalf of the advertiser. This label also includes a link to the transparency statement. The files are available in various formats and sizes. The advertiser is responsible for incorporating the label into the advertisement for print and audio. The labels can also be downloaded from the website politiekereclame.nl.

Please note: Mediahuis requires the use of the labels in the toolkit for campaigns placed on our platforms. It is therefore not possible to submit campaigns with an alternative (self-created) label.

ONLINE DISPLAY & VIDEO
Online display and video ads must always include: the advertiser’s logo, which must be clearly visible, and a visual label placed at the bottom of the creative, with the same width as the ad and continuously visible on screen. For online ads, Mediahuis automatically adds the digital label to your ad(s), including a link to the website with the transparency statement. You do not need to place this label yourself.

ONLINE TARGETING
Online targeting such as geo-targeting is unfortunately not possible. However, you can target the homepage, articles, and sections.

BUYING
Direct buying only, no programmatic. IAB Display and Outstream video only.

PRINT
All print advertisements must include the advertiser’s logo and a visual label. The logo must always be clearly visible. The label is placed at the bottom of the advertisement and has the same width as the ad. As with online advertising, the label must be visible at all times.

Files for print ads:
Download the files for magazines and newspapers here

AUDIO

For podcasts and radio, the advertiser includes a two-second intro at the beginning of the spot and a seven-second outro at the end of the audio commercial. When submitting a broadcast time request to the operator, always specify the total duration of the commercial, including the intro and outro. Note: the same applies to branded podcasts.

Files for audio campaigns:
Download the audio labels here.

More about European regulations

The full text of the EU Regulation can be found via this link.

CONTACT US

Do you have questions or would you like to discuss the possibilities of advertising with Mediahuis, or our policy on political advertising? Please feel free to contact us via [email protected]

This page was last updated on February 5, 2026.