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 expenses related to activity in such areas. These supplements are calculated according to the jurisdiction in which your audience is located and where your listings are displayed (impression of listings), not according to your company's location. Below are the current local supplements that may be added to your advertising spending after publishing the advertisements in the specified jurisdictions:

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

Example:

If you publish listings 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 insert 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 the listings in some jurisdictions is undergoing changes due to the evolution of the regulatory framework, including legislation on digital services. 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 costs associated with DST and other charges related to geographical location 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 apply to all payment methods and will be listed under the jurisdiction (for example, "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, purchase, media and/or marketing teams to make the necessary changes. If you have any questions or concerns, do not hesitate to contact assistance for Meta professionals or your Meta business representative.