23/06/2026
𝗡𝗲𝘄 𝗠𝗲𝘁𝗮 𝗮𝗱 𝗳𝗲𝗲𝘀 𝗺𝗮𝘆 𝗮𝗽𝗽𝗹𝘆 𝗳𝗿𝗼𝗺 𝗝𝘂𝗹𝘆 𝟭, 𝟮𝟬𝟮𝟲 – 𝗵𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗲𝗿𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗸𝗻𝗼𝘄
If you run Facebook or Instagram ads, it is worth paying attention to Meta’s latest notice.
According to Meta’s communication, 𝗳𝗿𝗼𝗺 𝗝𝘂𝗹𝘆 𝟭, 𝟮𝟬𝟮𝟲, 𝗻𝗲𝘄 𝗹𝗼𝗰𝗮𝘁𝗶𝗼𝗻-𝗯𝗮𝘀𝗲𝗱 𝗳𝗲𝗲𝘀 𝗺𝗮𝘆 𝗮𝗽𝗽𝗹𝘆 𝘁𝗼 𝗮𝗱𝘀 𝗶𝗻 𝗰𝗲𝗿𝘁𝗮𝗶𝗻 𝗷𝘂𝗿𝗶𝘀𝗱𝗶𝗰𝘁𝗶𝗼𝗻𝘀. That may sound a bit technical at first, so let’s break it down in a simple way.
The key point is this: these fees are not necessarily based on where your business is registered, but rather on:
➡️ where your ads are shown,
➡️ where your audience is located,
➡️ and whether certain digital services taxes or other location-related costs apply in those jurisdictions.
So, for example, if your business is based in Hungary, but your ads are shown to people in Austria, France, Italy, Spain, Turkey or the United Kingdom, Meta may apply an additional location-based fee to those ad impressions.
Based on the notice, the current fees may include:
Austria: 5%
France: 3%
Italy: 3%
Spain: 3%
Turkey: 5%
United Kingdom: 2%
In practice, this means that for certain international campaigns, your total advertising cost may not only depend on your budget and ad auction performance, but also on these additional location-based charges.
This does not mean that every advertiser will suddenly see a dramatic increase in costs. However, businesses that advertise across multiple countries or target audiences outside their home market should definitely review their campaigns in advance.
𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝗰𝗵𝗲𝗰𝗸?
➡️ Review which countries your campaigns are targeting.
➡️ Check whether any of your ads are being shown to international audiences.
➡️ Plan ahead for the possibility that advertising costs in certain markets may increase by a few percent.
➡️ If you work with an agency, ask whether this could affect your current campaign structure or budget planning.
This is especially relevant for e-commerce businesses, companies entering new markets, brands testing international audiences, or advertisers running campaigns in multiple countries.
The good news is that this is manageable with proper planning. There is no need to panic, but it is worth reviewing your targeting, budgets and overall campaign setup.
We are sharing this because small percentage-based fees often go unnoticed until they appear in billing or monthly reports. It is always better to know in advance than to wonder later where the extra costs came from. 🙂
If you would like us to check whether this affects your ad account or campaigns, feel free to reach out. We are happy to help you make sense of it.
𝗪𝗲𝗯𝗹𝗼𝗰𝗸 𝗠𝗲𝗱𝗶𝗮
