Media agencies react to Google’s new fees for ads served in the UK, Austria, and Turkey

Media agencies are very skeptical towards the application of a myriad of national digital taxes to digital businesses, irrespective of whether they already pay taxes in a given country or not. However, everyone should pay their fair share of tax.

We are highly disappointed at Google’s decision to seek to pass on its digital tax liability in Austria, Turkey and the UK to its business partners. We believe it is right for Google to comply with the spirit of the DST and pay its fair share. Attempts to divert this liability should be called-out.

We therefore urge Google to abandon its plans, which would apply from 1 November, and re-consider this drastic move, which could have a detrimental impact on existing business relationship and would add operational cost.

More information on Google’s country-specific fees: https://support.google.com/google-ads/answer/9750227

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