At least 750 political ads have run across Facebook, Instagram and Google since the election was called, despite platform restrictions on electoral advertising. 

Many were not labelled as political at all. On Google, dozens of ads carrying the Labour Party’s electoral slogan were filed under categories such as “Arts and entertainment” and “Family and Community. One payer who is suspected to work within the Office of the Prime Minister.

For others, including ads for the Nationalist Party running on websites across Malta, the payer cannot be identified at all.

Amphora Media is tracking political social media advertising on its Open Malta platform.

Since the election was called on 27th April, candidates have run at least 615 ads on Facebook and Instagram. 

A further 142 ads for the Labour Party have appeared on Google, run either by its media arm, One Productions, or by Clive Farrugia. One Clive Farrugia is the head of secretariat at the Office of the Prime Minister – he did not respond to a right of reply asking him to confirm or deny whether he placed ads on Google, but he is seen reposting Robert Abela’s and PL’s posts on his Facebook profile.

From October 2025, Google and Meta stopped running electoral ads in the EU following the bloc’s expansion of its advertising transparency requirements. 

Since the rule change, Amphora Media has identified at least 1,200 ads on election candidates’ Facebook pages.  Before then, the PL, PN and their candidates ran over 9,900 ads on Facebook and Instagram.

In most cases, the candidates advertising on their personal profiles declared themselves as the payers. In some cases, it was a business associated with the candidate.

Yet there are some notable exceptions: the Office of the Commissioner for Animal Welfare is the indicated payer of a paid promotion on Fleur Abela’s personal page, which features the Labour Party’s electoral slogan, Int Malta. In response to Amphora Media’s questions, Abela said that she paid for the ad herself.

META ads run by candidates since 27th April 2026:

McKay Olaf	69
Piccinino Michael	35
Abela Ray	29
Galea Graziella	26
Vella Nigel	24
Said Luke	21
Sciberras Leone	20
Cassar Shaw Lisa	18
Borg Julian	18
Plumpton Eric	16

Most ads run by candidates since 31st October 2025:

McKay Olaf	183
Piccinino Michael	100
Said Luke	67
Galea Graziella	61
Tabone Frank Anthony	58
Borg Debono Grech Yana	51
Cassar Shaw Lisa	43
Cilia Annabelle	35
Bonello Jesmond	34
Abela Ray	29

Google: Political Ads Labelled As ‘Entertainment’ And ‘Family’ By One 

Since the snap election was called, Amphora Media identified 74 political ads on Google placed by One Productions Ltd. Some of them have since been removed. 

Although the ads were clearly political and included the PL’s electoral slogan, they were labelled as “Arts and entertainment”, “Family and Community” or “Business and industrial”.

A second advertiser placing ads on Google for the PL was Clive Farrugia. Amphora Media found 68 ads by him, labelled “News, Books and Publications”, “Jobs and Education” and others.

One Productions did not reply to Amphora Media’s questions about these ads. It has not been filing audited accounts, as required by Maltese law, since 2010.

The Nationalist Party is also running Google ads on websites across Malta. However, it is not possible to identify the payer on the platforms the ad is running.

Google did not reply when asked whether it considered these ads compliant with its policies.

What the EU actually requires and why the platforms opted out?

The EU did not ban political advertising. 

According to the Commission’s guidelines, very large online platforms and search engines have obligations under the Transparency and Targeting of Political Advertising regulation when they provide political advertising services (e.g., publishing, delivering, or disseminating political advertising) for remuneration. 

Ad technology providers like Google are considered political advertising publishers jointly with the public-facing interface (e.g. a news website).

Meta has called the provisions ‘unworkable’, and Google said ads defined as political are difficult to identify at scale. Both decided to stop allowing political ads. Google’s policy also affects YouTube, and Meta’s policy covers Facebook and Instagram.

Meta: short-lived ads on personal pages

Meta defines political ads as “Made by, on behalf of or about a candidate for public office, a political figure, a political party, a political action committee or advocates for the outcome of an election to public office; or About any election, referendum or ballot initiative, including ‘go out and vote’ or election campaigns”.

Meta says it reviews ads for violation of its policy based on “specific components of an ad, such as images, video, text and targeting information, as well as an ad’s associated landing page or other destinations”. The review is automated, and a manual review is added: “in some cases”.

Amphora Media is informed that Meta considers political ads running on Maltese candidates’ pages non-compliant with its policy and rejects them when it becomes aware of them.

Facebook’s ad library reveals the scope of this whack-a-mole approach: although there are fresh ads any given day, political ads are routinely rejected, and those that were not caught often run for under a day.

The European Commission’s spokesperson said that “It is for national authorities to enforce the Regulation [on ad transparency]. It is for the sponsor of political ads – the person seeking to publish a political ad – to declare the political nature of the ad. However, once platforms become aware of an undeclared political ad, they need to take immediate measures to ensure the ad’s political nature is properly declared. If necessary, they must withhold the dissemination until this takes place.”

The spokesperson added that “The Commission may revise these guidelines in the future, to take into account the lessons learned from the implementation. The Commission will also take stock of the implementation with stakeholders through an implementation dialogue in the course of this year.”