The EU’s Digital Services Act (DSA) is now in effect, bringing major changes to online advertising in Europe. While initially focused on platform regulation, it also impacts marketers and affiliates with new rules on ad labeling, tracking and delivery.
Key changes for marketers
- Clear ad labeling: users must easily identify ads and their sponsors.
- Targeting transparency: platforms must disclose if ads use personal data (e.g., age, interests) and explain why.
- Sensitive data ban: no targeting based on political views, religion, ethnicity, etc.
- No dark patterns: deceptive designs tricking users into actions are prohibited.
Impact on affiliate marketing
If you run EU-targeted ads, use affiliate links, or personalize offers, you must:
- Clearly disclose sponsored content & affiliate links.
- Explain data collection and usage (e.g., cookies, email signups).
- Ensure landing pages comply – platforms won’t cover your compliance gaps.
Paid media buyers: What’s new?
- Stricter ad verification (business identity, targeting details).
- Some sensitive targeting options may vanish.
- Slight cost increases as platforms prioritize compliance.
Action steps
- Audit campaigns: ensure ads and affiliate content are clearly labeled.
- Update privacy policies: simplify data-use explanations.
- Avoid misleading CTAs: be upfront about costs/conditions.
- Monitor platform updates: Meta, Google and TikTok for DSA-related changes.
Final takeaway
The DSA emphasizes transparency and trust. While compliance adds work, ethical marketing builds long-term loyalty – and in the EU, it’s now mandatory.