I have just received this notice from Google and we knew it was coming when the EU added taxes to Google’s activity.
Dear Advertiser,
As of 1 October 2021, we will include a surcharge to your invoices or statements for ads that are purchased through Google Ads and for YouTube placements purchased on reservations basis, and that are served in the following specific jurisdictions:
| • | Ads served in Austria: a 5% Austria DST Fee added to your invoice or statement | |
| • | Ads served in France: a 2% Regulatory Operating Cost added to your invoice or statement | |
| • | Ads served in India: a 2% Regulatory Operating Cost added to your invoice or statement | |
| • | Ads served in Italy: a 2% Regulatory Operating Cost added to your invoice or statement | |
| • | Ads served in Spain: a 2% Regulatory Operating Cost added to your invoice or statement | |
| • | Ads served in Turkey: a 5% Regulatory Operating Cost added to your invoice or statement | |
| • | Ads served in the United Kingdom: a 2% UK DST Fee added to your invoice or statement |
These surcharges are being added to cover a portion of the costs associated with complying with digital services tax legislation in these jurisdictions.
Thank you,
The Google Payments Team
Unfortunately we should never have assumed that Google would simply pay these taxes for us. They are being directly passed to Google Ads advertisers.
For a number of our clients who advertise globally this impact makes reaching foreign markets more expensive starting in October.