5% location fee from META to Turkey: Starts on July 1

Technology giant Meta is switching to a new pricing policy for advertisements published in certain countries, including Turkey. According to the official notification email sent by the company to advertisers, an additional 5% "location fee" will be charged on ads shown to users in Turkey starting July 1, 2026.

With this new regulation, Turkey has become one of the countries with the highest location tax deductions, alongside Austria.

WHAT IS A LOCATION FEE AND HOW WILL IT BE CALCULATED? 

According to Meta's statement, location fees are not determined by where the business is established or the billing address, but by the location (jurisdiction) where the target audience viewing the ad is located.

The clearest example of how this system, where costs will be reflected directly in the advertising budget, will work is as follows:

When an advertising spend of 1000 TL is planned to be shown to users in Turkey, an additional 5% location fee (50 TL) will be charged on top of this amount.

Thus, the advertiser's total cost will rise to 1050 TL.

TURKEY AT THE TOP IN DEDUCTION RATES

The location fees that Meta will implement as of July 1 vary from country to country. According to the announced list, the rates are as follows:

Turkey: 5%

Austria: 5%

France: 3%

Italy: 3%

Spain: 3%

United Kingdom: 2%

(Meta states that these jurisdictions and rates may change over time.)

META'S JUSTIFICATION: DIGITAL SERVICES TAXES

In the email titled "Dear Customer" sent to advertisers, the company attributed the reason for this additional fee to the tax policies of local governments. The statement included the following: "We would like to remind you that in order to cover the Digital Services Taxes (DST) and other location-based fees applied to Meta in certain jurisdictions, Meta will soon implement new location fees for ads published in those jurisdictions."

Meta emphasized that these deductions are designed to cover a portion of the costs associated with operating in certain regions.

WHAT SHOULD ADVERTISERS DO?

In order to ensure that the implementation, which will come into effect on July 1, does not create surprises in budgets, Meta listed the steps that businesses should take as follows:

Budget Planning: Sharing this change with finance, procurement, media, and marketing teams within the company so that the new costs can be reflected in budgets.

Account Review: Reviewing affected ad accounts and making the necessary adjustments before July 1.

Support and Communication: Businesses with questions about the process should contact their Meta sales representatives or visit the Business Support Home page via Meta Business Suite.

News Source: 12punto