Meta has announced that it will begin charging advertisers a new location fee on ads delivered in certain countries starting July 1, 2026.
The fee will range from 2 percent to 5 percent and is designed to cover digital service taxes and other government-imposed charges in those regions.
The new fee will apply to image and video advertisements shown across Meta platforms. This includes ads on Facebook and Instagram, as well as WhatsApp click-to-message campaigns and marketing messages combined with ads.
According to Meta, the fee is based on where the audience viewing the advertisement is located rather than where the advertiser’s business operates. This means advertisers targeting users in certain countries may see additional charges even if their company is based elsewhere.
The company has listed six countries where the location fee will initially apply. The charges will vary depending on the country’s digital tax rate.
The announced fees include:
• 2 percent in the United Kingdom
• 3 percent in France
• 3 percent in Italy
• 3 percent in Spain
• 5 percent in Austria
• 5 percent in Turkey
Meta said it previously absorbed these extra costs itself but has now decided to pass them on to advertisers as part of its response to changing regulations and industry practices.
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“Until now, Meta has covered these additional costs. These changes are part of Meta’s ongoing effort to respond to the evolving regulatory landscape and align with industry standards,” the company explained in a blog post.
