IPA Welcomes Facebook Shouldering its DST Responsibilities

The IPA has today (3rd September) 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 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.”