Starting today, July 1st, Apple has expanded its 30% fee to include ads on Instagram and Facebook worldwide. Initially launched in the US earlier this year, this fee is now being implemented globally.
This means advertisers on Facebook and Instagram apps on iOS will face fees similar to the “Apple tax” applied to in-app purchases in mobile games. This global rollout follows its initial introduction in the US in February, despite concerns from marketers and developers.
Say Goodbye to App Ads!
Just as mobile game makers are steering players toward web shops to avoid Apple’s 30% fee, companies like Meta are now guiding potential advertisers to the desktop versions of their platforms to bypass this charge. By purchasing ads on facebook.com and instagram.com, advertisers can avoid the new fees that apply to ads bought through the Facebook and Instagram apps.
This means that advertising costs on the desktop versions will remain the same.
“When businesses use the Facebook or Instagram app on their iPhone or iPad to boost a post, they’ll incur a 30% fee, which goes to Apple. This fee is due to Apple’s in-app payment rules, not a charge from Meta.” explained Pedro Pavón, Meta’s Director of Privacy and Fairness Policy, on LinkedIn.
How to Avoid the Fee:
If you’d like to promote your content without the added cost, here are a couple of options:
- Use the Desktop Website: Visit Facebook.com or Instagram.com on your computer and utilize the boosting features there. These platforms offer the same functionality for boosting posts on the web, where the Apple fee doesn’t apply.
- Explore Alternative Solutions: Consider other advertising options outside the app, potentially through Meta Business Suite or Meta Ads Manager.
Is this a good change?
The impact of this fee on users and businesses is a topic of debate. While some argue it creates a less competitive landscape and increases costs, others believe it compensates Apple for providing the platform on which these apps operate.
Stay Informed:
As online advertising continues to evolve, staying updated on policy changes can help you make informed decisions for your promotions.
