Apple expands 30% fee on Facebook and Instagram ads globally

Apple is set to extend its 30% fee on Facebook and Instagram ad purchases made through iOS devices to advertisers worldwide, starting July 1.

Why we care. This move could significantly impact digital advertising costs and strategies for businesses of all sizes, potentially altering marketing strategies and budget allocation toward mobile advertising.

The big picture. Initially implemented for U.S. advertisers in February, this expansion marks a major shift in how social media advertising is priced on mobile devices.

Details:

• The fee applies to ad purchases made via iOS apps but can be avoided by using desktop web browsers.
• Meta has updated its web platforms to offer the same ad-boosting functionality as mobile apps.
• EU regulators and a U.S. federal judge have criticized Apple’s fee structure.

What they’re saying. The fee is “anti-competitive” and gives Apple an unfair advantage, according to Meta’s Director of Privacy & Fairness Policy, Pedro Pavón.

The other side. Apple contends it’s entitled to charge for access to its platform’s audience.

Between the lines. This move is part of an ongoing battle between tech giants over app store policies and revenue sharing.

What’s next. Advertisers will need to adapt their ad purchasing strategies to avoid the fee, potentially shifting more activity to desktop platforms.

How to avoid the fee. Meta has provided guidance on purchasing ads without incurring Apple’s 30% charge.

The bottom line. This change could reshape mobile advertising practices and further intensify scrutiny of Apple’s App Store policies.