Meta has announced that new location fees will apply to certain Facebook and Instagram ads from the 1st July 2026.
These new location fees will apply to ads that are delivered in specific countries, including the United Kingdom.
This charge is designed to help cover Digital Service Taxes (DST), as well as other fees based on location imposed on Meta for delivering ads in these regions.
Meta has confirmed that the following location fee rates will apply when ads are shown in the following countries:
United Kingdom: 2%
France: 3%
Italy: 3%
Spain: 3%
Austria: 5%
Türkiye: 5%
The countries in which these fees apply, and the rates charged, may change over time.
These percentages are added after your ads have been delivered. For example, if £100 of ads are delivered to people in Italy, Meta will apply a 3% location fee. Therefore, the total charge would be £103, not including VAT.
It is important to note that this fee is determined based on the location of your audience seeing the advertisement, not the location of your business.
For example, if your business operates in the UK, but your ads target people in Italy, where the fee applies, you will be charged at the Italy rate of 3% rather than the UK rate.
How will this affect online business owners?
If you run Facebook or Instagram ads for your business, these upcoming changes could have an impact on your overall advertising costs.
Meta will add the location fee after your ads have been delivered. This means the final amount charged may be higher than the budget you originally set for your campaign.
It’s important to take this into consideration when setting your budget to avoid unexpected charges.
Looking to get started with Facebook Ads? Get in touch with the team at Engage Web today to find out how we can help support your advertising goals.
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