Meta advertising ads: introduction of local supplements

Soon, Meta will introduce new local supplements for ads published in specific jurisdictions, to cover digital service taxes (DST) and other geographical location-based costs applied to Meta in those jurisdictions. These local supplements will enter into force from 1 July 2026 for the advertising accounts listed at the end of this email.

What are local supplements?

Local supplements represent additional costs that can be applied to advertisements published in specific jurisdictions, in order to cover part of the costs related to the activity in these areas. These supplements are calculated according to the jurisdiction in which your audience is located and where your ads are displayed (ad impressions), not according to your company's location. Below are the current local supplements that could be added to your advertising expenditure after the publication of advertisements in the specified jurisdictions:

• Austria: 5%
• France: 3%
• Italy: 3%
• Spain: 3%
• Turkey: 5%
• United Kingdom: 2%

Example:

If you publish advertisements of the value of € 100,00 in Italy, with a local supplement of 3%, you will be charged a total of € 103,00 including € 100,00 for the publication of the advertisement and € 3,00 for the local supplement. Please note that the applicable VAT will be calculated on the total.

Why is Meta introducing local supplements?

The cost of publishing advertisements in some jurisdictions is undergoing changes due to the evolution of the regulatory framework, including digital service tax legislation. Until now, Meta has covered these additional costs. These updates testify to Meta’s constant commitment to adapting to regulatory changes and maintaining consistency with the evolution of industry standards. Other important digital platforms could also introduce similar supplements to cover the costs associated with DSTs and other geographical location charges in these jurisdictions.

What will change for you?

Meta will not use campaign budgets to cover local supplements, which will be added after listings are published. Local supplements apply to all advertisements, regardless of format (image or video), and include advertisements campaigns referring to WhatsApp, as well as marketing messages invoiced together with advertisements. It is important to note that local supplements do not apply to other WhatsApp paid messages.

Local supplements will be applicable to all payment methods and will be listed according to jurisdiction (e.g. "digital services in Italy") to ensure maximum transparency. In addition, all applicable taxes, such as VAT, will continue to be applied in addition to the total amount.

What to do:

The list of interested advertising accounts is available at the end of this email. We invite you to share it with your finance, purchasing, media and/or marketing teams so that they can make the necessary changes. If you have any questions or doubts, do not hesitate to contact the assistance for Meta professionals or your Meta sales representative.