By Astrid Ruiz
Marketing4eCommerce Editor
LThe week begins with a new announcement that Facebook and Instagram advertisers are very interested in. Starting July 1, the promotion of content purchased on Meta's platforms (Facebook and Instagram) will have to pay 30% more if done through iOS devices. A commission that will go directly to Apple.
This new advertising fee was first implemented for advertisers in the United States in February of this year. With this new announcement, Apple is globally extending its measure to all advertisers in all regions.
What does Meta think about Apple's new measure?
Meta explains that if they do not comply with Apple's guidelines, they would have to remove all boosted posts from their iOS apps. This would hurt SMEs that want to start growing on Facebook or Instagram, as it could deprive them of a valuable way to promote their business.
To avoid this fee, Meta is recommending that these united states of america number data transactions be made from desktop computers . Additionally, the social web giant has been implementing new processes on its website to facilitate impulse purchases, avoiding additional Apple charges and with the same functionality as on iOS devices.
While Apple claims that advertisers would not have access to their audiences without its platform and have the right to charge for this impact, Pedro Pavón, director of Privacy Policy and Fairness at Meta, has criticized Apple's decision, referring to it as an anti-competitive measure .
“Apple’s 30% tax gives them an unfair advantage over their competitors, making it harder for them to compete on price. None of this seems like a good outcome for users or a fair deal with competitors to me. And I’m not the only one who thinks this way. Regulators around the world are siding with app developers and consumers who will benefit from more choice and lower fees,” according to Pavón .
This is not the first time that Meta has disagreed with Apple's measures. At the end of 2020, both companies had differences in their visions regarding the future of advertising, when Apple reinforced the privacy of iOS devices, which directly impacted Facebook's advertising business.