Predictably, this also affected Meta*, so the company would have to pay the same 30%. But Meta disagrees, so users of the Facebook* and Instagram* apps on iOS will pay 30% independently for accelerated ad promotion.
But the advertiser will be able to bypass the commission if he uses a mobile application on other operating systems, the web version of social networks on mobile devices or a PC. This rollout begins at the end of February in the United States and at the end of 2024 in other countries. However, given the political context and the European Commission’s strict requirements for Apple, it is likely that the European Union is excluded.
Moreover, those who do not mind paying to promote posts through iOS applications will have to go through a different payment process. They will need to add upfront funds to their meta social media accounts and pay for expedited posts before the ad is published, rather than after.
* The organization is considered extremist, its activities are prohibited in Russia.
Source: Ferra
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