Meta Platforms has announced that it will transfer the cost of digital services taxes to advertisers in selected European markets starting July 1, 2026.
The policy will apply to image- and video-based advertisements displayed in Austria, France, Italy, Spain, Turkey, and the United Kingdom.
Meta stated that it will introduce “location fees” reflecting national digital services tax rates in those countries.
Austria and Turkey apply a five per cent levy, France, Italy, and Spain impose a three per cent tax, while the United Kingdom applies a two per cent rate.
The company said the change aligns with industry practices, noting that other technology firms have adopted similar cost-transfer models.
Under the revised structure, advertisers will bear the additional charges, which will be incorporated into advertising costs in the affected markets.
Industry analysts say the adjustment may increase campaign expenses for multinational brands operating across Europe, as regulatory levies become embedded in digital advertising pricing structures.
The policy shift is expected to affect media planning and budget allocations for businesses advertising on Meta’s platforms in the designated countries.
