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 organisations to comply with the new European rules on transparency in political advertising campaigns in a simple and efficient manner.
From 10 October 2025, a European regulation will come into force requiring political advertising to be clearly recognisable and accompanied by a transparency statement. Media companies are responsible for making this information visible and accessible. The politiekereclame.nl platform has been developed by the trade associations 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 organisations that use commercial communication to influence voting behaviour or political decision-making can submit their transparency declarations for all media to be used in the advertising campaign in one go. These declarations 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 believe that a political expression is not sufficiently recognisable as such or if a declaration is not sufficiently transparent.
Campaign makers can download labels from the website that refer to the transparency statement. 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.
Transparent and reliable
Unlike international tech platforms such as Google, TikTok and Meta, Dutch publishers and broadcasters are opening up their channels to political advertising campaigns surrounding the general election. In doing so, they continue to offer all political parties a platform in the democratic debate. They provide a transparent and brand-safe environment that is in line with their editorial quality standards. This solution enables political parties to reach all eligible voters with their campaigns across all media participating in this initiative. This also allows them to reach young people.
With politiekereclame.nl, the Dutch media have realised a collective solution in a very short time that complies with the most important new European obligations. In this way, they bring political advertisements to the attention of the Dutch public in a responsible and clear manner.
The House of Representatives elections on 29 October 2025 will be the first elections to which these new rules apply. As not all details of the new European regulation are known yet, the initiators of politiekereclame.nl will continue to consult with the responsible ministry and the supervisory authority yet to be appointed in the coming period.
