AGP Executive Report

Platform Rules: The UK’s Competition and Markets Authority has opened an investigation into Meta’s terms for publishers and advertisers, as the company delays revised commercial terms amid advertiser concerns. Streaming Levy: France is proposing a charge of 5.5 cents per gigabyte on Netflix, Google and Meta, a move that could reshape costs for major digital platforms. Ad Manipulation: A report says racist and anti-Qatar campaigns have spread across Europe and the US, raising concerns about the use of advertising to push propaganda.

Platform Scrutiny: The UK’s Competition and Markets Authority has opened an investigation into Meta’s AI terms for publishers, adding to pressure on the company over its commercial relationship with media and advertisers. Digital Levies: French MPs narrowly backed a proposed €0.055-per-gigabyte tax on content providers including Google, Meta and Netflix; it still needs to clear the rest of the budget process. Agency Business Models: WFA research finds global brands are shifting towards paying for outputs rather than time. Meanwhile, Germany’s ProSiebenSat.1 blamed a soft ad market and economic headwinds for falling revenue. Campaign Watch: A report says a multimillion-euro campaign is spreading Islamophobic propaganda across Europe.

Digital Media Policy: France’s National Assembly backed a proposed €0.055-per-gigabyte levy on platforms including Netflix, Google and Meta. The measure still needs to clear further hurdles, but could intensify Europe’s debate over who pays for network traffic. Platform Accountability: Britain’s competition regulator is investigating Meta’s terms for publishers and advertisers, adding scrutiny of the platform’s commercial relationships. Brand Marketing: Norway turned an insult from Donald Trump into a publicity opportunity, with its humorous response reportedly generating millions in free advertising. Media Business: Germany’s ProSiebenSat.1 blamed a soft ad market and economic headwinds for falling revenue. Industry Moves: Media intelligence firm Onclusive appointed Jason Weekes head of sales for Northern Europe as it builds its commercial team.

Ad Safety: Researchers found thousands of deceptive Google ads that generated more than 100 million impressions across European markets, with some running for years despite safeguards. Platform Regulation: The UK’s competition watchdog is investigating Meta’s terms for publishers and advertisers, while the company has delayed revised commercial terms amid advertiser concerns. Media Business: Germany’s ProSiebenSat.1 blamed a soft advertising market and economic pressures for falling revenue. Ad Transparency: Many platforms still fail to explain why users see particular ads, raising questions about compliance with EU rules. Digital Media: Poland’s Polsat TV has partnered with YouTube, extending the platform’s role in the country’s media market.

Publishing Rules: Europe’s green regulations are reshaping print supply chains: publishers may be responsible for packaging, while paper remains covered by the deforestation rules. Platform Oversight: The UK’s CMA is investigating Meta’s terms for publishers and advertisers, as Meta delays revised commercial terms amid advertiser concerns. Separately, a report questions IAB Europe’s listing of an ad vendor with a possible spyware link. AI & Influencer Marketing: New legal analysis says AI-made endorsements may need disclosure when they could mislead consumers about who is speaking or whether an experience is genuine; EU requirements are also emerging. Ad Market: Germany’s ProSiebenSat.1 blamed a soft advertising market and economic pressures for falling revenue. Media Partnerships: European and Canadian news publishers have joined forces to defend free and pluralistic media.

Platform Scrutiny: The UK’s CMA has opened an investigation into Meta’s proposed terms for publishers and advertisers, examining whether the company could use media content for products including AI without fair choice. Meta had paused the changes after concerns were raised. AI Advertising: Google plans to show more ads in AI Mode as slower growth in AI search weighs on revenue, putting the spotlight on how platforms will monetise new search experiences. Ad Market: Germany’s ProSiebenSat.1 has blamed a soft advertising market and economic challenges for falling revenue. Creative Campaigns: Visit Norway has answered a political insult with tongue-in-cheek tourism ads showcasing the country’s scenic public toilets.

Platform Rules: Meta has delayed its updated commercial terms until November 20 after publishers and advertisers challenged provisions they say could let it use their content for AI without clear safeguards. EU and UK authorities have received complaints, and Meta has promised industry consultation. Ad Market: Alphabet shares fell more than 10% after Google missed expectations for search and advertising sales, renewing questions about competition from AI and the returns on its rising investment. Social Media Policy: Brussels is urging Austria and other EU states to pause national child social-media restrictions while the bloc negotiates common rules, including proposed age limits. Viral Marketing: A Chinese glassmaker turned footage of French protesters failing to smash a shop window into an unexpected product showcase, as the clip spread online.

Publisher Relations: Meta has indefinitely postponed new commercial terms for businesses after publisher backlash, as news organisations press for meaningful consultation. Agency Business: WPP says revenue returned to growth, with Cindy Rose’s Elevate28 turnaround strategy showing early progress. Digital Advertising: Alphabet shares fell after an earnings miss and slower ad growth; Google also acknowledged that AI search currently makes less money than conventional search. Media Funding: Journalists and cultural groups protested a proposed 30% cut to the EU’s AgoraEU programme, warning it would weaken independent media and the wider cultural sector. Ad Regulation: Orange France lost its appeal against a €50 million fine over unsolicited advertising.

Ad Effectiveness: Disney Advertising’s UK study found that emotionally connected viewers were 2.5 times more likely to recall ads in detail, while fans were more than twice as likely as non-fans to do so. Digital Ad Market: Alphabet shares fell more than 10% after hours as ad revenue growth slowed to 11%, with search and YouTube both losing momentum. Rules and Enforcement: Orange France lost its appeal against a €50 million fine for unsolicited ads; meanwhile, a report says platforms still often fail to explain why users see particular ads despite EU transparency rules. Platform Scrutiny: Meta faces growing scrutiny over scam ads across the US, Europe and Asia.

Sports Marketing: Kylian Mbappé’s Mao Zedong remark sparked apologies from the player, Real Madrid and LaLiga, while Chinese state TV suspended LaLiga broadcasts and sponsors reportedly cut ties—showing the commercial risks of relying on China. Ad Transparency: EU rules require platforms to explain why users see an ad, but most still fall short, keeping scrutiny on targeting and accountability. Platform Policy: Meta delayed revised commercial terms after criticism from advertisers and publishers, including European publishers concerned about how their content is used. Digital Beauty: Maria Galland Paris and Revieve launched an AI skin-analysis tool online in seven European markets, bringing personalized product recommendations into the brand’s digital customer journey.

Green Claims: The EU’s Empowering Consumers Directive has applied since September, but uneven national implementation leaves companies selling across borders facing different rules on environmental marketing claims. Digital Advertising: A review of 24 major platforms found gaps in compliance with the Digital Services Act’s ad libraries, including missing targeting details and country-level audience data. Publisher Rights: Meta faces criticism in the UK over proposed terms that publishers fear could let it use their content to train AI; the company says the changes are not about scraping news sites. Ad Bans: Amsterdam has become the first capital to ban billboard ads for meat and fossil fuels, joining several European cities restricting high-carbon promotion. Brand Risk: Kylian Mbappé’s Mao meme comments led Chinese sponsors to drop the Real Madrid star and reportedly halted LaLiga broadcasts on Chinese state TV, highlighting the commercial stakes for European sport in China.

Sports Sponsorship: McDonald’s will end its 32-year FIFA partnership after the 2026 World Cup, despite running its biggest tournament campaign yet. Mbappé’s China backlash is another warning for brands: Chinese sponsors dropped the France captain over a Mao meme comment, prompting an apology. Platform Accountability: Meta has delayed revised commercial terms criticized by publishers and advertisers. European and Canadian publishers are urging EU action, warning that changes to content-use rules threaten media pluralism. Marketing Tech: Sprinklr is beta-testing six AI marketing agents as platforms race to automate campaign work. Public Campaigns: The UK’s £15m misogyny-prevention fund will support awareness and intervention campaigns, including efforts to encourage men to challenge abusive behaviour.

UK Streaming: Disney+ and Channel 4 have struck a major deal: Channel 4 shows and its linear channel will join Disney+ in the UK and Ireland from next year. Ad Platforms: Meta has delayed revised commercial terms after criticism from advertisers and European publishers over how it uses content; Google’s use of emails and photos for advertising is also raising questions about data and targeting. Media Buying: Buyers are shifting spend toward retail media and social, while the World Out of Home Organization says trust remains central to OOH’s appeal. Newsrooms and AI: A new report warns that AI assistants could bypass publisher homepages, pushing media companies to build value around distinctive reporting and trusted information.

Media Innovation: Spain’s Deltha platform aims to bring readers back to publishers as Google and AI reshape media. Campaigns: Supreme is reviving Typhoo’s Gnu for a national UK advertising campaign, while CEETRA has launched a travel-retail marketing committee. Platform Pressure: Meta has delayed revised commercial terms after criticism from publishers and advertisers, who are urging EU and UK regulators to intervene. Ad Transparency: The European Commission is investigating Booking.com over fake listings, scams and advertising practices. Events: Huawei is turning to the events industry as it adjusts to an EU lobbying ban.

Travel Marketing: Cyprus Airways has added French, German, Italian, Spanish and Russian to its website, giving travelers a localized path from browsing to booking. Creative Campaigns: Supersolid and Klook’s in-house team are targeting Americans heading to Europe with a comedic campaign built around travel-ticket confusion. Platform Rules: Meta has delayed commercial terms criticized by European publishers and advertisers, while an EU probe into Booking.com brings scam risks and advertising practices under scrutiny. New Ad Formats: A New Zealand startup is putting brand messages on free period-product dispensers in public bathrooms, offering advertisers a new way to reach consumers.

Platform Terms: Meta has pushed its revised business and ad terms to 20 November after publishers and advertisers challenged language they say could let it use website content for AI training; industry groups have asked EU and UK regulators to intervene. Tourism Marketing: Germany is courting visitors from Qatar and the wider Gulf with campaigns highlighting autumn scenery, luxury stays, wellness and destinations beyond major cities. Out-of-Home Advertising: JCDecaux is benefiting from advertiser demand for real-world media amid the AI boom, with its shares up more than 70% this year and global outdoor ad revenue forecast to grow in 2026. Digital Platforms: The European Commission is investigating Booking.com over fake listings, scams and hidden advertising. Media Business: Spain’s Atresmedia reported revenue growth of 4% in the first nine months of 2026.