The IPA has welcomed the news that, unlike Google, at present, Facebook will not be passing on the cost of the 2% Digital Services Tax (DST) to its UK advertisers.
Says Nigel Gwilliam, Director of Media Affairs, IPA:
"As well as inflating advertiser cost, Google’s decision will cause agencies significant logistical headaches, both in campaign budget terms and in inter-platform/media owner effectiveness comparisons, at a time when they are already battling COVID-related pressures.
"We very much welcome Facebook’s decision not to follow suit and to absorb this temporary UK tax while a global, permanent solution is found."