From 1 July 2026, Meta will be introducing new location-based fees on advertising in certain countries, including the United Kingdom. If you are running ads on Facebook, Instagram or WhatsApp, it is worth understanding what is changing and how it might affect you.
At Martin & Jones Marketing, we are keeping a close eye on this update and what it could mean for campaign performance, budgets and return on investment for our clients across Shropshire and beyond.
What are location fees?
In simple terms, location fees are extra charges added to your ad spend based on where your audience is located, not where your business is based.
They have been introduced to help Meta cover the growing costs of operating in countries where digital services taxes and other regulations apply.
Here are the current rates:
- Austria: 5%
- France: 3%
- Italy: 3%
- Spain: 3%
- Turkey: 5%
- United Kingdom: 2%
These rates may change over time, so it is something to keep an eye on.
How do they work in practice?
Let’s look at a simple example. If you spend £100 targeting people in Italy, a 3% location fee would bring your total to £103 before VAT.
So while the increase is relatively small, it can add up, especially if you are advertising across multiple countries.
Why is Meta introducing these fees?
The digital advertising landscape is shifting, with governments introducing new taxes and regulations for large technology platforms.
Until now, Meta has been covering these costs. With this change, they are starting to pass them on to advertisers.
We are also likely to see other major platforms take a similar approach over time as these pressures continue.
What does this mean for your campaigns?
There are a few key things to be aware of:
- You may notice a slight increase in overall spend
Location fees are added after your ads are delivered, so they sit outside your campaign budget and can push total costs up slightly. - They apply to all ad types
Whether you are running image ads, video ads or WhatsApp click to message campaigns, these fees apply across the board. - Billing will be clear and transparent
You will be able to see exactly where these charges are coming from, with fees broken down by country. - VAT is still added on top
As before, VAT and any other applicable taxes will be applied to the total, including the location fee.
What should you do next?
There is no need to panic, but it is a good idea to stay ahead of the change. We recommend:
- Taking a look at your target locations
- Factoring these fees into your budgeting and forecasts
- Making sure your finance and marketing teams are aware
- Speaking with your marketing partner if you are unsure what it means for you
Our perspective
As regulation around big tech continues to evolve, changes like this are becoming more common.
While it is understandable why these fees are being introduced, they do ultimately mean advertisers are picking up more of the cost.
For businesses, it is a timely reminder of how important it is to run well-optimised campaigns where every pound is being used effectively.
Need a hand navigating the changes?
If you are unsure how these new fees might impact your advertising, we are always happy to help.
At Martin & Jones Marketing, we work closely with businesses across Shropshire to keep campaigns performing well while managing costs carefully.