Meta will start implementing location fees on advertising expenses in six countries from July 1, 2026, transferring Digital Service Taxes to campaign budgets for the first time.
The fees vary from 2% in the United Kingdom to 5% in Austria and Turkey, with France, Italy, and Spain each facing a 3% charge. These fees are levied based on where ads are displayed to users, not the location of the advertiser. Consequently, a US company targeting UK audiences will be subject to the 2% additional fee.
Meta’s own records acknowledge that the platform has covered these costs since the inception of the taxes, stating that “Meta has covered these additional costs.” This policy change implies that advertisers conducting campaigns in these selected markets will now encounter added expenses.
A crucial operational aspect is that Meta’s campaign budget optimization does not consider location fees. For instance, an advertiser setting a $10,000 budget to target UK users might face charges exceeding $10,200 once the fee is factored in. In countries like Austria or Turkey, where the fee is 5%, a $10,000 budget could result in invoices totaling $10,500 before VAT is applied to the total amount.
Advertisers focusing on users in any of the specified countries will have to reassess return estimations and potentially make manual budget adjustments, as automated systems do not integrate these fees, as per Meta’s official statement.
