Meta to apply 20% VAT to some Facebook and Instagram ads in Morocco from Oct. 1

Meta will begin applying Morocco’s 20% VAT to some Facebook and Instagram advertising purchases from Oct. 1, depending on the tax information attached to advertisers’ accounts.

The tax will be added directly when Morocco is listed as the country of sale and no valid Moroccan tax identification number is provided.

Advertisers that enter a valid tax ID may instead fall under Morocco’s reverse-charge system, meaning Meta does not add VAT at checkout but the business remains responsible for accounting for and paying the tax under Moroccan rules.

Billing thresholds will not change, although the final amount charged can exceed the threshold once VAT is added.

The change follows Morocco’s broader move to tax digital services supplied by foreign companies. The tax authority launched its “Taxation on Digital Services” platform in May 2026 for non-resident providers.

TikTok has adopted a similar system, while OpenAI began applying 20% VAT to certain Moroccan customers on Aug. 1.

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