Advertisers targeting EU users must provide the full legal name of the ad beneficiary and, where different, the payor for each ad, and are responsible for maintaining the accuracy of this information throughout the campaign duration.
This analysis describes what Meta Ads's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes a mandatory disclosure obligation under the EU Digital Services Act that places accuracy responsibility on advertisers for each individual ad submission, creating operational and compliance requirements for agencies and multi-client advertisers managing EU-targeted campaigns.
Removal of this EU DSA-specific provision eliminates mandatory advertiser disclosure requirements for EU users, potentially reducing transparency obligations in regulated markets.
View full change record →Under this clause, advertisers are required to provide and maintain accurate legal identity disclosures for each EU-targeted ad, which affects campaign setup workflows and creates ongoing accuracy obligations for the duration of each ad's active period.
Cross-platform context
See how other platforms handle EU Digital Services Act Beneficiary and Payor Disclosure and similar clauses.
Compare across platforms →"Meta is required by EU law to ensure that its users located in the EU, and associated territories, are able to identify certain information about each ad that they see, including information about the natural or legal person on whose behalf the advertisement is presented and the natural or legal person who is paying for the ad (if different). In order for Meta to be able to meet its obligations, when creating an ad, you are required to provide the following information in the associated text fields: Beneficiary field: The full legal name of the person, company, business, charity or institution on whose behalf your ad is being presented. Payor field (if different from above): The full legal name of the person, company, business, charity or institution who paid for the ad. You are responsible for ensuring that this information is complete, accurate and up to date for each ad that you submit to Meta, and that it remains so for the entirety of the period during which the ad is running.Excerpt from Meta Ads's Meta Advertising Policies
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This provision establishes a mandatory disclosure obligation under the EU Digital Services Act that places accuracy responsibility on advertisers for each individual ad submission, creating operational and compliance requirements for agencies and multi-client advertisers managing EU-targeted campaigns.
Under this clause, advertisers are required to provide and maintain accurate legal identity disclosures for each EU-targeted ad, which affects campaign setup workflows and creates ongoing accuracy obligations for the duration of each ad's active period.
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