Life After The Meta Ad Ban: How Five European Sections Of Amnesty International Adapted To The New Reality

In October 2025, Meta withdrew all political, electoral and social issue advertising from the EU in response to the new Transparency and Targeting of Political Advertising (TTPA) regulation. For human rights and advocacy organisations, this removed a channel that much of our fundraising and campaigning had depended on. This session draws on direct, evidenced experience from five Amnesty International sections — the Netherlands, Italy, France, Greece and Hungary — covering what actually happened to cost per lead, conversion rates and campaign approval, and what each section changed in response. It closes with practical, cross-market advice for getting approvals on Meta, and a discussion of what a genuinely diversified acquisition strategy looks like once you can no longer rely on one channel.

Learning outcomes:

By the end of this session, participants will be able to:

• Understand the practical mechanics of the TTPA regulation and why it led Meta to withdraw social issue advertising in the EU;
• See real before-and-after evidence — cost per lead, conversion rates, and rejected versus approved ad creative — from five European fundraising teams;
• Apply a practical checklist for what Meta’s ad review actually checks, and how to adapt messaging and creative to stay compliant;
• And assess how to rebalance an acquisition strategy that has relied heavily on a single paid channel.

Who should attend

• Digital fundraisers, individual giving and acquisition managers, and campaigners at organisations that have relied on Meta advertising for fundraising or awareness-raising,
• Particularly those working on advocacy or human rights themes likely to be affected by the broad definition of “social issue” content.

Suggested level of participants

• Intermediate fundraisers and leaders.