Will Meta silence the voice of social and third sector interests?
Starting October 10, 2025, Meta will block paid ads on political, electoral, and social issues across the European Union. The decision comes because the company believes the new labeling, spending transparency, and microtargeting restrictions required by the European Regulation on Transparency and Targeting of Political Advertising are too complex to enforce.
For weeks, public debate has revolved almost exclusively around the impact this ban will have on election campaigns and political messages. But the new European Regulation on transparency and targeting of political advertising extends restrictions to so-called social issues , sensitive topics that can influence public debate and collective decisions . This definition includes the environment and climate change, civil and human rights, immigration and integration, public health, social policies, education, and justice: key issues for the third sector, on which associations, cooperatives, NGOs, and civic movements work every day.
The category of social issues also includes environment and climate change, civil and human rights, immigration and integration, public health, social policies, education and justice.
And Meta isn't alone: Google has also announced similar restrictions. These are signs of a broader crackdown that risks leaving many of the voices that keep attention on rights, the environment, and inclusion unrecognized digitally.
In Italy, the use of paid advertising on Facebook and Instagram has become a strategic tool for many third sector organizations to reach distant and diverse audiences.
According to research by the Sodalitas Foundation , conducted on over 200 organizations, social networks are now the primary channel for visibility and awareness, and paid advertising is used in a targeted manner to amplify messages and campaigns. An analysis by Rete del Dono confirms this trend: Facebook and Instagram Ads are being used to promote digital fundraisers, especially during emergencies or thematic days.
Academic research also captures the impact of social media ads in our country. A study on the online debate on immigration in Italy, for example, analyzed thousands of sponsored ads, finding that microtargeting achieved millions of impressions in just a few weeks.
A study of climate campaigns in the UK showed how large NGOs such as Greenpeace UK and Friends of the Earth used Meta Ads to mobilize volunteers, push petitions, and raise funds at crucial moments of national mobilization.
And globally, there are emblematic cases. The WWF's "Adopt a Tiger" campaign combined emotional storytelling and targeted targeting , increasing symbolic adoptions and support for conservation projects. The New Zealand AIDS Foundation , with its " Love Your Condom " prevention campaign, reached hard-to-reach audiences and contributed to a 12% reduction in new HIV cases among men who have sex with men.
From 10 October 2025, all these experiences would fall under the definition of social issues and may no longer be replicable on Meta in the European Union.
The ban on paid advertising doesn't mean organizations will no longer be able to discuss the environment, rights, or public health on social media. Organic content will remain possible. But experience in recent years shows that without the ability to sponsor it, the reach of these messages will be drastically reduced.
The ban on paid ads doesn't mean organizations can no longer discuss the environment, rights, or public health on social media. Organic content will still be possible.
Platforms already limit the organic visibility of posts, especially when they address "sensitive" topics. Sponsorships allow you to branch out beyond your core following, reach distant and diverse audiences, and engage people unfamiliar with your organization or cause. It's this ability for "selective amplification" that will be lost.
For the Third Sector, the loss is not just technical, but strategic. It means no longer being able to count on a tool that allowed them to respond quickly to an emergency, support a mobilization, or grow a campaign at a crucial moment.
The ban on paid social media advertising will force many organizations to rethink their digital communications strategies. An initial response could come from strengthening their communities, using online groups or direct participation spaces where the algorithm penalizes them less and engagement remains high.
Many organizations are already rediscovering the value of proprietary tools, such as newsletters and websites, which allow them to engage directly with their audiences without external filters. In other cases, visibility can be increased through collaborations with influencers, local communities, or independent media outlets, capable of amplifying messages to broader networks.
Finally, another option is to link social communication to initiatives that fall within commercial promotion, such as solidarity events or products, thus avoiding classification as a social issue .
The challenge will be to transform the loss of a powerful tool into an opportunity to experiment with new languages and channels, without sacrificing the mobilizing power that has always distinguished the Third Sector.
For 30 years, VITA has been the leading publication for social innovation, civic activism, and the third sector. We are a nonprofit social enterprise: we tell stories, promote campaigns, and engage with businesses, politicians, and institutions to promote the values of public interest and the common good. We are able to do this thanks to those who choose to support us.
Vita.it
