Meta has announced a new policy that directly impacts digital advertising costs. Under this model, known as the “local fee,” advertisers will pay an additional 5% tax on top of their current budgets. For example, the total payment for a 1,000 TL campaign will increase to 1,050 TL. It appears that the total cost will rise even further when combined with the existing VAT burden.

The company explains that the reason behind this policy is the taxes that countries impose on digital ads. Under the new model, the tax rate varies depending on the country where the ad is displayed. While the rate is set at 5% in Turkey and Austria, it will be applied at a 2–3% level in countries such as France, Italy, Spain, and the United Kingdom.

The new tax model is scheduled to take effect as of July 1. This development appears set to directly impact budget planning, particularly in the performance marketing sector. Brands and agencies are expected to focus more on cost optimization in the coming period.