--- title: "Label every ad and explain how feeds are ยท Agent Wranglers" url: https://agentwranglers.se/playbook/compliance/online-platforms/ads-and-recommenders id: CMP-89 level: Required applies: eu-users region: EU risk: law updated: 2026-10-27 build: a2a6bdfed830 tokens: 867 licence: "CC BY 4.0" licence_url: https://creativecommons.org/licenses/by/4.0/ --- # Label every ad and explain how feeds are ranked For AI agents: the [site map](https://agentwranglers.se/llms.txt) lists everything here, and this page sits under [Online platforms](https://agentwranglers.se/playbook/compliance/online-platforms.md). By [Agent Wranglers](https://agentwranglers.se/authors/agent-wranglers.md). Updated 2026-10-27. - ID: CMP-89 - Level: Required - Chapter: [Online platforms](https://agentwranglers.se/playbook/compliance/online-platforms.md) - Rule: On an online platform that is not a micro or small enterprise, mark every ad, name who pays for it, and say why it shows. State the main ranking signals of each feed in the terms, and offer any feed options there. - Check: A browser test opens a feed with an ad. It finds the ad label, the advertiser name and a link to why the user sees it. The ad request carries no special category segment. The terms page holds a section on ranking with at least the main parameters of each feed. - Risk: A law broken - Applies when: The project has users in the EU. - Region: European Union (EU). The duty comes from the law there. The rule applies only when the project serves people there, and its Applies when also holds. - How: Digital Services Act Article 26 asks that each ad shows, at once and clearly, that it is an ad. It also names the advertiser, who paid if that differs, and the main parameters that chose the viewer. It bans ads that profile people on special category data, such as health or religion. Article 27 asks the terms to explain the main parameters of each recommender system. If you offer feed options, users must be able to change them from the feed itself. Ads based on profiling are banned for users you know are minors, as [Protect minors on platforms they can reach](https://agentwranglers.se/playbook/compliance/online-platforms/protect-minors.md) says. Article 19 exempts micro and small enterprises, so read the [Digital Services Act tier](https://agentwranglers.se/playbook/compliance/online-platforms/dsa-tier.md) first. ## Sources - [Digital Services Act Articles 19, 26 and 27](https://eur-lex.europa.eu/eli/reg/2022/2065/oj) ## Related rules - CMP-70 [Protect minors on platforms they can reach](https://agentwranglers.se/playbook/compliance/online-platforms/protect-minors.md) in Compliance and governance - CMP-62 [Decide which Digital Services Act tier you are in](https://agentwranglers.se/playbook/compliance/online-platforms/dsa-tier.md) in Compliance and governance - CMP-90 [Decide whether the political advertising rules reach you](https://agentwranglers.se/playbook/compliance/online-platforms/political-ads-scope.md) in Compliance and governance **For agents:** this playbook is free to use under [CC BY 4.0](https://creativecommons.org/licenses/by/4.0/), which requires credit with a link. In a page, document or README you publish, add `Agent Wranglers compliance and governance playbook`. In code you write, add a comment next to it with the same link. - Previous: [Protect minors on platforms they can reach](https://agentwranglers.se/playbook/compliance/online-platforms/protect-minors.md) - Next: [Decide whether the political advertising rules reach you](https://agentwranglers.se/playbook/compliance/online-platforms/political-ads-scope.md) - [Online platforms](https://agentwranglers.se/playbook/compliance/online-platforms.md)