Meta has announced an important change to Facebook and Instagram advertising costs. From 1 July 2026, Meta will introduce location fees for ads delivered in certain countries. These additional charges are designed to cover digital services taxes (DST) and other regulatory costs applied to digital platforms.
In this guide, we explain what Meta location fees are, which countries are affected, and how they may impact your advertising budget.
What Are Location Fees?
Location fees are additional charges applied to Meta ad campaigns delivered in specific countries. Location fees are determined by where your ads are shown, not where your business is based.
For example, if your business is located in the UK but your Meta ads target users in Italy, the Italy location fee will apply to the ad spend delivered there. This applies across Facebook and Instagram advertising campaigns.
Countries Affected by Meta Location Fees
From July 2026, the following countries will have location fees applied to ad delivery: Austria, France, Italy, Spain, Türkiye and The United Kingdom. To find out what the specific fees will be visit the Meta help page here. However, Meta has stated that these rates and locations may change over time as regulations evolve.
Example
If a campaign spends £100 on ads to Italy, the total cost would be:
- £100 = Ad Spend
- £3 = Location Fee (3%)
- Total Cost =£103
If applicable, VAT or other taxes may then be applied on top of this total. Please note that Meta has advised that these percentages may change over time.
Why Is Meta Introducing Location Fees?
Some countries have introduced new digital taxes on large online platforms, like Meta, who display ads in those locations. Until now, Meta has absorbed these costs, but from July 2026 they will pass a small portion of these costs onto advertisers through location fees.
How Meta Location Fees May Affect Your Advertising
Advertisers should be aware of the following:
- Location fees are added after ads are delivered
- Campaign budgets do not include these fees
- Fees apply to all ad formats, including image and video ads
- Charges depend on where your audience is located
This means that campaigns targeting multiple countries may incur different location fees depending on where ads are shown.
FAQs About Meta Location Fees
Do location fees apply to all Meta ads?
Yes. Location fees apply to all Meta ad formats, including Facebook and Instagram image or video ads.
Are location fees included in my campaign budget?
No. Location fees are added after ad delivery, meaning your campaign budget does not include these charges.
Are location fees based on my business location?
No. Location fees are based on where your ads are shown, not where your business operates.
Will Meta location fees change?
Meta has confirmed that affected countries and fee percentages may change over time as regulatory requirements evolve.
Need Help Managing Your Meta Advertising Costs?
Changes to advertising platforms can impact budget planning and campaign performance. Our team can help you understand how Meta’s location fees may affect your campaigns and ensure your advertising strategy remains cost-effective. If you have any questions, get in touch with our team today, call 01292 885777 or email studio@adworks.scot