Media buyers are discussing a "storm" on European Meta agency ad accounts: industry media report that resellers paused issuing new accounts for grey offers and that agency Business Managers are hit by policy holds. Meta has not confirmed this. Here is what is confirmed and what is still market talk.
Confirmed changes vs market reports (chart labels in Russian)
Confirmed changes
- July 1: location fees — +5% in Austria and Turkey, +3% in France, Italy and Spain, +2% in the UK, based on where ads are shown.
- August 2: EU AI Act Article 50 transparency rules for AI-generated content.
- August 28: full verification for financial services ads targeting Poland and a new AI scam-ad detection system.
- February 3, 2027: agencies must disclose actual Meta spend to clients on request and separate advertiser accounts.
What buyers should do
Don't keep all spend with one reseller, factor location fees into ROI, label AI creatives for the EU and prepare a backup setup with your own Business Managers.
FAQ
What is a Facebook policy hold?
A pause on an ad account or Business Manager while Meta reviews policy compliance.
Did resellers stop issuing agency accounts in Europe?
Industry media say so, but there is no official confirmation.
Sources: eMarketer, Ground News, PPC Land, AdsUploader, industry media reports.