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Ohjeistus poliittiseen mainontaan

Out-of-home advertising has strong visibility and serves as a mass medium. This is why we bear a special responsibility for the type of advertising displayed across our networks.

Bauer Media Outdoor complies with the Transparency in Political Advertising (TTPA) regulation, which sets clear obligations for political advertising. The regulation aims to ensure that the funding source and the purpose of influence of the advertising are clearly identifiable. Political advertising is permitted on our networks, provided it meets the specified requirements.

What is political advertising, and what should advertisers consider?

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Political advertising is advertising that:

  • is funded by a political actor or
  • seeks to influence elections, political decisions, or legislation

For example:

  • campaigns by political parties and candidates
  • communication related to referendums
  • campaigns by organizations advocating for direct legislative change

It is the advertiser's responsibility to:

  • Declare if the campaign is political advertising when booking it
  • Ensure sufficient time is allocated for campaign planning and the submission of required information
  • Ensure that the material submitted for publication is marked according to the guidelines
  • Be responsible for the accuracy of the submitted information
  • Provide transparency information for political advertising, such as:
    - campaign funders, campaign duration
    - the amount and origin of funds used

As a publisher, Bauer Media Outdoor is responsible for:

  • Publish a transparency notice and provide the advertiser with a link or QR code directing to it (see more under transparency notice)
  • Verify that the required information is presented clearly and in accordance with the regulation in the political advertisement
  • Retain the information required by the regulation for the specified period
  • Act in accordance with applicable EU regulations and national legislation, and update these guidelines as official policies are clarified

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Guidelines for ad design

Please submit your materials well in advance. Publication decisions are made on a case-by-case basis, and we may request modifications to the materials if needed. We cannot publish an advertisement if it does not meet legal requirements. For more information, see our terms of sale. If you are unsure whether your campaign constitutes political advertising or complies with regulations, we recommend contacting us during the planning phase.

Please also note that the following guidelines apply to all advertising displayed in our network:

  • No hate speech, discrimination, or incitement
  • No misleading or untruthful information
  • No defamation targeting individuals
  • No content endangering public safety

Required elements

It is advisable to reserve a clear space and location for the required information already during the material design phase.

  1. "Political advertisement" text clearly legible (e.g., at the top of the material) 
  2. Information on the ad's background (e.g., at the bottom of the material)
    - name of the funder
    - name of the entity exercising control over the funder, if applicable
    - what the advertisement aims to influence (e.g., elections or a referendum)
    - link or QR code to the transparency declaration

Transparency Declaration

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In accordance with EU regulations, a transparency declaration must be prepared for every political advertisement. The purpose of the declaration is to increase transparency and enable the public to identify the ad's funder and understand its objective.

  • The advertiser completes the transparency declaration after the campaign has been confirmed.
  • Bauer Media Outdoor publishes the transparency declaration and provides the advertiser with a link or QR code directing to it. The link or QR code must be included in the advertisement.
  • Bauer Media Outdoor is responsible for ensuring that the information is provided and the declaration is publicly available. However, we are not responsible for the accuracy of the information.  

Without a transparency declaration or the required information, a political advertisement cannot be published.

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