Meta Platforms to Charge Advertisers New Fees in Europe to Cover Digital Taxes
Meta Platforms is rolling out new “location fees” for advertisers starting July 1 in certain markets, a notice to clients reviewed by Bloomberg shows. The charges are tied to digital services taxes—those country-specific levies aimed at large tech companies’ local ad sales—and hinge on where each ad lands, not the advertiser’s headquarters. Meta has been covering those costs for advertisers up to this point, but that’s changing—brands running ads on Facebook and Instagram in the affected regions will start seeing higher charges. The timing lines up with Meta’s push to wring more from its ad business as it pours money into AI; back in January, Meta projected capital spending for 2026 could land between $115 billion and $135 billion.