What is the Digital Services Act for Meta ads?
The Digital Services Act is an EU regulation. The European Commission says it requires ads to carry information such as who placed them, and bans targeted ads to children. Meta says that for ads targeting the EU you must enter an advertiser and, if different, a payer, shown in the Ad Library. As checked on 2 Oct 2026.
The Digital Services Act (DSA) is an EU regulation, Regulation (EU) 2022/2065, for online services such as social media networks. The European Commission says it brings ad transparency and a ban on targeted ads to children. Meta says that for ads targeting the EU you must enter an advertiser and, if different, a payer. Checked 2 Oct 2026. Not legal advice.
What does the rule say about ads?
The Commission’s DSA page lists these ad points under “What does the DSA do for citizens?”:
- Ad transparency. Ads must be clearly labelled and include information such as who is placing them and why you are seeing them.
- A public repository. Very large online platforms must store ad information in a publicly accessible repository. The page describes the biggest platforms as those with over 45 million monthly users in the EU.
- Sensitive data. Platforms can no longer show ads based on sensitive data, such as sexual orientation, religion or race.
- Children. The DSA introduces a complete ban on showing targeted advertisements to children.
The page does not say which Meta options these points affect. Read it, then check Meta’s targeting pages for your own setup.
What does Meta say it does?
Meta’s page says that since 5 June 2023, ads targeting the EU or its associated territories, or with worldwide as the location, need an advertiser and, if different, a payer. It says this is required for all new or edited ads, and that without it the ad cannot be published. It applies to every ad creation tool, including Ads Manager, Meta Business Suite, ad center, Instagram ads and the Marketing API.
Meta says the information appears in the Meta Ad Library, not on the ad or in feed, and stays there for one year after the last impression. It also says it does not affect delivery, cost, bidding, feature accessibility or ad review. Set the details before you publish or edit an EU ad.
Who do you enter as advertiser and payer?
Meta says the DSA requires it to provide information on “the natural or legal person on whose behalf the advertisement is presented” and, where different, “the natural or legal person who paid for the ad”. Its examples, which it words as possibilities:
- A small business running its own ads: the advertiser may be the organization’s name, and the payer may be the same.
- A subsidiary of a parent company: the advertiser may be the subsidiary or brand name, and the payer may be the parent company.
- An individual promoting a product or candidate: the advertiser may be the product or candidate name, and the payer may be the individual’s name.
You set a default in advertising settings in Ads Manager, which needs full control of the ad account. Meta may prefill your Page or Instagram profile name, so review it. Meta also says it is up to the advertiser to comply with applicable laws in the country where it runs ads.
What shows up in the Ad Library?
Meta says the Ad Library displays and archives ads delivered to the EU or its associated territories as a result of regulatory requirements in the DSA. Its table shows, for these ads, the creative, Page, dates, advertiser and payer information, total reach, reach by targeted location split by age and gender, and ad-level targeting choices for location, age and gender. It lists no amount spent for them.
Assume anyone can see the names you enter. Check them before you publish.
What changes for teens?
Meta’s teen page says ads with locations in the EU, EEA or Switzerland cannot deliver to people under 18. The Commission page says the DSA bans targeted ads to children. Neither page cited here ties the two together, so read both. The teen targeting entry covers what Meta removes from teen audiences.
What differs by place, and what does not?
| Differs | What the pages say stays the same |
|---|---|
| Advertiser and payer are required when ads target the EU or its associated territories, or worldwide | Meta says adding them does not affect delivery, cost, bidding, feature accessibility or ad review |
| Ads located in the EU, EEA or Switzerland cannot deliver to under-18s | Meta says it is up to the advertiser to comply with applicable laws in the country where it runs ads |
FAQ
Do I enter an advertiser and payer on every Meta ad?
Not on every ad, according to the Meta page cited here. It ties the requirement to ads targeting the EU or its associated territories, or with worldwide as the location, and says the details are required for new or edited ads. Check the locations in each ad set before you publish.
Where can I see who the advertiser and payer are?
Meta says the details are in the Meta Ad Library, not on the ad itself or in feed, and remain there for one year after the last impression. If you edit them, Meta says it archives all versions for one year. Search the Ad Library by Page name to check yours.
What if Meta will not publish my ad over this information?
Meta says you can request a review with its form, which needs full control of the ad account. It asks for the names as entered, plus business details or an individual’s details. If the information complies with its standards you can enter it again. If not, you cannot publish.
Sources
- The Digital Services Act (Shaping Europe's digital future, European Commission) (Official source, checked 2 Oct 2026)
- Advertiser and payer requirements for ads targeting the European Union (Meta, checked 2 Oct 2026)
- Request a review of an issue with advertiser or payer information (Meta, checked 2 Oct 2026)
- About the Meta Ad Library (Meta, checked 2 Oct 2026)
- About advertising to teens (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.