A significant change is coming for Facebook and Instagram advertisers who purchase ads via an iOS device. Starting next week, these advertisers will be subject to an extra 30% fee that goes directly to Apple. This change, which was initially introduced to U.S. advertisers in February, is now being rolled out to all advertisers worldwide. To avoid paying this additional fee, advertisers will need to purchase ads through facebook.com or instagram.com on a desktop instead of through their iOS devices.
Implementing New Processes
Meta, the parent company of Facebook and Instagram, has implemented new processes on the web to facilitate boosting posts without incurring Apple’s extra charges. These new processes provide all the same functionality that is available on iOS devices, allowing advertisers to continue their campaigns seamlessly. This change means that advertisers who wish to avoid the extra fee must transition to a desktop PC for their ad purchases.
Pedro Pavón, Meta’s Director of Privacy & Fairness Policy, has been vocal about his opposition to Apple’s new fee structure. He has criticized Apple’s move as anti-competitive, stating that the 30% fee gives Apple an unfair advantage over competitors by making it difficult for them to compete on pricing. Pavón’s stance is supported by regulators worldwide, who are siding with app developers and consumers in advocating for more choices and lower fees.
Apple’s new fee structure has not gone unchallenged. EU investigators have already levied charges against Apple for the change, while a federal judge in the U.S. has criticized Apple for non-compliance with a court order related to its fee structure. In response to legal challenges, Apple has made concessions, such as allowing app makers to include links and buttons in their apps that redirect users to external websites where they can input payment information. However, Apple has maintained control by implementing pop-up security warnings and requiring Apple Pay as an option on these pages.
Adapting to the Changes
For advertisers purchasing Facebook and Instagram ads through their devices, it is essential to update their approach in light of Apple’s new fee structure. Meta has provided guidance on how to avoid paying Apple’s taxes, but the impact of these changes remains significant. Advertisers will need to carefully consider their options and adapt their strategies to navigate these new challenges effectively.
The implementation of Apple’s 30% fee on Facebook and Instagram advertisers purchasing ads via iOS devices represents a significant shift in the digital advertising landscape. Advertisers must be aware of the implications of these changes and be prepared to adapt their strategies to navigate the new fee structure successfully. Despite the challenges posed by Apple’s new policy, advertisers can leverage alternative methods and platforms to continue reaching their target audiences effectively.
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