The Digital Services Act (DSA) strengthens advertising transparency on online platforms in the EU: people must be able to see that it is advertising, who is advertising and by which main parameters they are being targeted. It also prohibits certain forms of targeting. For advertisers, the impact is indirect but real: platform rules and targeting margins change.
The essentials in a definition
The DSA and ads correspond to the transparency and targeting rules applicable to advertising on online platforms in the EU. They rest on the Digital Services Act, the European DSA policy and principles of fair commercial practices (UCPD).
What the DSA requires of platforms
The DSA requires online platforms to clearly indicate that content is advertising, to identify who pays for it and to explain the main parameters used to show it to each person, with options to change those parameters. Very large platforms have additional obligations, such as public ad repositories. Consult the official page on DSA policy for the current framework.
These obligations fall on platforms, but they condition what advertisers can do on them.
Prohibited targeting
The DSA prohibits presenting advertising based on profiling that uses special categories of personal data (such as ethnic origin, political opinions, religion, health or sexual orientation). It also prohibits profiling-based advertising directed at minors when the platform is reasonably certain the user is a minor. Avoid targeting strategies that come close to these limits.
Platforms apply these rules to their ad tools.
Advertising with transparency and without prohibited targeting
- Understand DSA rules on platforms
- Review audiences and targeting criteria
- Keep advertiser data correct
- Follow policies and updates
What changes for the advertiser
There may be targeting restrictions, additional notices on ads and greater public visibility of campaigns. Review platforms’ ad policies, rely on contextual targeting and lawful first-party data, and assume your ads may be consulted in public repositories. The Unfair Commercial Practices Directive continues to apply to the content.
Confirm advertiser identification in the accounts.
Advertising on platforms must be identifiable, and targeting explainable.
Good practice
Keep advertiser identification data accurate on platforms, respect targeting policies, document audiences and reasons, and avoid messages that exploit vulnerabilities. Follow regulatory and platform updates. This content is informational and does not replace legal advice.
Run periodic reviews of audiences and creatives.
Decision table
| Topic | Rule in brief | Effect for the advertiser |
|---|---|---|
| Ad identification | Clearly indicated as advertising | Labels and notices |
| Targeting parameters | Explained to the user | More visible criteria |
| Sensitive data | Profiling-based targeting using such data prohibited | Audience review |
| Minors | Profiling-based advertising to minors prohibited | Targeting limits |
Common mistakes to avoid
- Targeting by proxies of sensitive data. It may circumvent the spirit of the rule.
- Ignoring platform policies. Disapproved ads or limited accounts.
- Incorrect advertiser data. Identification problems.
How to measure the result
Track disapprovals related to targeting, the performance of contextual audiences and the update of identification.
Limits and exceptions
The rules apply to platforms and are interpreted in ways that continue to evolve; this content is informational and not legal advice. Tools vary by platform. Always confirm current policies.
Illustrative example
Illustrative example: an insurance company reviews audiences, removes criteria that come close to sensitive categories and switches to contextual targeting and customer lists with consent. It updates advertiser identification on platforms and documents the criteria.
Frequently asked questions
Does the DSA apply to me as an advertiser?
It applies to platforms, but its rules condition your campaigns.
Can I target by sensitive data?
No, in profiling-based advertising using special categories of data.
What about minors?
Profiling-based advertising directed at minors is prohibited, under the conditions provided.
What is contextual targeting?
Showing ads according to content or topic, not the person’s profile.
Are ad repositories public?
On very large platforms, yes; ads can be consulted.
In the DSA context, keep advertising identifiable, targeting explainable and free of prohibited categories, advertiser data correct and prefer contextual and first-party criteria.
Sources and recommended reading
- Digital Services Act (DSA)
- European Commission: Digital Services Act package
- Unfair Commercial Practices Directive (2005/29/EC)
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.