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What you need to know about Meta’s new beneficiary and payer requirements

Kasper Koletzki Kuipers
Kasper Koletzki Kuipers
Paid Social Director
3 min read
31 May 2023

Starting June 21, due to new regulations by the European Union (EU), advertisers on Meta’s platforms, including Facebook and Instagram, are required to provide beneficiary and payer information for all new, duplicated, or edited ads targeting the EU or its associated territories.

What you need to do now

If you don’t provide the required beneficiary and payer information, going forward, your ads won’t be published anymore, so it is wise to get ready right away. As the beneficiary and payer for your ad depend on your specific circumstances, here are some examples to help guide you:

  • Small Businesses: If you are a small business owner running ads independently, you should enter the name of your organisation as the beneficiary. In this case, the payer information would also be your own organisation.
  • Subsidiaries: If your business operates as a subsidiary under a parent company, you should enter the subsidiary name or brand name as the beneficiary. The payer information, in this case, would be the parent company that handles the financial aspects.
  • Individual Promoters: If you are an individual promoting a specific product, service, etc., you should enter the name of the product, service, etc., as the beneficiary. As the payer, you would enter your own name.

To streamline the process, on the ad set level, you will have the option to select from a list of organisations previously associated with your Meta account(s). You will also have the flexibility to manually enter the beneficiary and payer information if it’s not available in the provided list.

Remember, it is the advertiser’s responsibility to comply with the relevant laws and regulations. Ensure that you enter accurate and up-to-date information for the beneficiary and payer fields to meet the regulatory requirements.

If you have any questions regarding these new requirements and how they may affect your advertising efforts, feel free to reach out to us. The DEPT® Paid Social team is readily available to answer all your questions and provide guidance to ensure your continued advertising success.

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Paid Social Director

Kasper Koletzki Kuipers