The charges will apply when adverts reach audiences in Austria, France, Italy, Spain, Türkiye and the United Kingdom. Rates will range from 2% to 5%, depending on the country where the ad is shown.

The company disclosed the change in a notice sent to advertisers and in an update on its website.

Meta explained that the additional charge is tied to government taxes and other levies linked to digital services in those markets. Until now, the company said it had absorbed those expenses.

“Until now, Meta has covered these additional costs. These changes are part of Meta’s ongoing effort to respond to the evolving regulatory landscape and align with industry standards,” the company said.

How the new charges will work

The fee depends on where the audience is located and where the advert is delivered, not where the advertiser’s business operates.

If a campaign targets users in Italy, for example, a 3% location fee will apply to the value of the adverts delivered there. A $100 advertising campaign delivered in Italy would attract an additional $3 charge, bringing the total to $103 before any applicable VAT.

Meta said the location fees will be calculated after adverts are delivered. Campaign budgets will not automatically include the extra charge.

The company also confirmed that the charges will apply across different ad formats. Image adverts, video adverts and WhatsApp click-to-message campaigns are included. Marketing messages billed together with adverts will also attract the fee, although other WhatsApp paid messaging will not.

Charges will appear on invoices with clear descriptions for each jurisdiction.

Countries and rates

The new location fees will apply in six markets where digital services taxes are already in place.

Austria and Türkiye will attract the highest rate at 5%, France, Italy and Spain will carry a 3% fee, while the United Kingdom will have the lowest rate at 2%.

Meta noted that both the list of jurisdictions and the rates could change over time.

Several European governments introduced digital services taxes in recent years. The policy targets revenue generated by large digital platforms in their markets, even when those companies do not maintain a physical presence locally.

The taxes have drawn objections from the United States government, which argues they unfairly target American technology companies.

Other major platforms already pass those costs on to advertisers. Google and Amazon have implemented similar adjustments in Europe.

Meta had continued to absorb the charges until now and the company said the new fee structure shows changes in the regulatory environment and brings its approach closer to industry practice.

What it could mean for advertisers

Businesses outside Europe that target customers in those markets will also pay the new charges.

For companies in Nigeria or elsewhere in Africa, the effect will show up as slightly higher advertising costs when campaigns reach users in the affected countries.

Meta advised advertisers to review the ad accounts listed in its notice and inform finance, procurement and marketing teams so they can adjust budgets where necessary.

The company said advertisers with questions should contact Meta Pro support or their Meta sales representative for clarification.

From Friday, only paid users on X can generate or edit images using the chatbot, according to responses sent by Grok to users. 

The limitation applies only to X. The separate Grok app will still allow image creation without a subscription at the time of writing.

This follows regulatory attention over the use of the feature on the platform. Images produced with the tool spread fast on X, prompting reactions from European authorities and questions about safeguards on large platforms. 

German media minister Wolfram Weimer called the trend the “industrialisation of sexual harassment”. The European Commission said the images circulating on X were unlawful, while Britain’s data regulator said it had asked the company to explain how it was complying with data protection laws.

The image-generation restriction was easy to spot, as the bot replied that the function was available only to paying subscribers when users attempted to generate or edit images with Grok on X. The same requests made through the Grok app were still accepted.

xAI, the company behind Grok, did not provide a detailed response. An automated reply to a Reuters enquiry stated: “Legacy Media Lies”. X did not immediately respond to a request for comment.

Elon Musk said last week that anyone using Grok to create illegal content would face the same consequences as uploading such material directly.

The company says it is working to quickly close those gaps, calling the content illegal and unacceptable.

Users have shared screenshots showing Grok’s public media feed populated with altered images. In several cases, people uploaded photos and asked the chatbot to modify them. The results, according to Grok, crossed a legal and ethical line.

“There are isolated cases where users prompted for and received AI images depicting minors in minimal clothing,” Grok said in a public post. “xAI has safeguards, but improvements are ongoing to block such requests entirely.”

The chatbot went further, acknowledging internal failures. “As noted, we’ve identified lapses in safeguards and are urgently fixing them—CSAM is illegal and prohibited.” Grok did not explain how long the issue lasted or how many users were affected.

In another exchange on X, the chatbot tried to put the incident in context, arguing that most harmful outputs can be stopped before they appear. It added that “no system is 100% foolproof”, while saying xAI is strengthening its filters and reviewing reports from users.

Regulators in both the United States and Europe are warning that generative tools can be misused to create child sexual abuse material, even when no real child is involved. 

Under the EU’s AI Act and existing child protection laws, companies are expected to prevent such content outright, making any failure a potential legal risk.

Advocacy groups have also argued that AI-generated abuse material, though synthetic, can still encourage harmful behaviour and demand. From that perspective, the Grok incident exposes how fragile current safety systems can be when faced with determined users.

Grok is xAI’s flagship product and is tightly integrated into X, formerly Twitter. It is marketed as a challenger to OpenAI’s ChatGPT and Google’s Gemini, with an emphasis on humour and a rebellious tone. 

Reports say that same positioning may complicate efforts to enforce strict safety boundaries, especially on a platform already criticised for weak moderation.

On public reactions, images attributed to Grok spread quickly on X, prompting a new case of Elon Musk’s approach to content control. When Reuters contacted xAI for comment, the company responded with a short message: “Legacy Media Lies”.

That reply has only added to the issue about transparency and responsibility in the AI sector. Warnings about trust in chatbots being eroded if companies appear dismissive when serious safety concerns emerge, have been released, particularly where child protection is involved.

For now, xAI says fixes on the safety of Grok are underway.

Speaking at a press briefing held at the NCS National Office in Alausa, Ikeja, ITSSP President, Iyiola Ayoola, said the session on cybersecurity was organised to sensitise stakeholders ahead of the 2025 ITSSP Conference and Annual General Meeting (AGM), scheduled for November 6, 2025, at Martinos Hotel, Ikeja. 

The conference will be held under the theme “Navigating the Future of Cybersecurity: Insights on the New Cybercrime Act and Policy Challenges.”

Ayoola noted that the Federal Government’s commitment to cybersecurity is essential to national stability and development. He acknowledged the 2024 amendment to the Cybercrime Prohibition and Prevention Act as a step forward but stressed the need for clarity, collaboration, and technical capacity to make it effective.

“The Federal Government of Nigeria recognises cybersecurity as a cornerstone of national development and security. However, with the rapid evolution of technology, increased sophistication of cybercriminals and emerging data privacy concerns, there is a compelling need to review, propagate and explain the existing cybercrime law and related policies,” he said.

The ITSSP president noted the need to protect critical national information infrastructures, strengthen penalties for cyber offences, and localise technology development to reduce overdependence on foreign systems.

“What you don’t create, you don’t have,” Ayoola stated, stressing that Nigeria must begin developing its own cybersecurity infrastructure if it hopes to survive the high wave of digital threats.

He further warned that the lack of coordination among agencies, inadequate funding, and the exodus of skilled professionals are endangering Nigeria’s digital space.

“Do we have enough expertise? Where are they? The few capable people we have are all going. Even banks have suffered from the loss of skilled cybersecurity managers,” he said.

Ayoola called for a national cyber coordination framework, greater private sector participation, and the inclusion of academia in capacity development. He also stressed the need for cyber ethics and public awareness campaigns, saying journalists and media organisations must help in educating citizens on online safety and digital responsibility.

“There must be a cyber ethics and awareness campaign. Who will do this awareness campaign for us? It is our press people that will do it,” he said, adding that media practitioners should be empowered and protected under the new cyber laws.

While addressing provisions of the 2024 Cybercrime Act, Ayoola acknowledged the government’s intention to curb online abuse and misinformation but noted issues of potential infringements on free speech.

“Some parts of the new law have raised concerns about free speech and citizens’ rights online. There must be a balance between freedom of expression and the implementation of cyber regulations,” he explained.

He noted that the law criminalises pornographic or knowingly false messages transmitted through computer networks, especially those capable of causing public disorder or threatening life, but questioned the absence of clear definitions for such offences.

“There are things that are not clear to us. One of them is the exact definition and threshold for what constitutes false or misleading content under the law. What level of proof is required?” Ayoola asked.

He emphasised that the ITSSP will continue to advocate for fairness, transparency, and stakeholder consultation in the interpretation of the law.

Beyond security, the event also featured a robust discussion on cyber economics, with journalists and professionals calling for recognition of the economic opportunities within cybersecurity.

“The government’s focus on cybersecurity should not overshadow the economic value within the space. There are volumes of digital transactions online, and protecting them is also protecting the cyber economy.”

In response, Ayoola and Rogba Adeoye, executive secretary of ITSSP, among other executives agreed that the cyber economy is largely untapped in Nigeria.

“The banks are the ones getting the economic aspect of it. They make deductions from every online transaction, but those revenues are rarely reinvested into technological development,” Ayoola said, adding that a regulated policy framework could channel part of these earnings into national innovation funds.

“Cybersecurity is not just a technological issue, it is a national security, economic and social imperative. Let us all work together to ensure that the nation’s digital future remains secure, resilient and prosperous.”

The ITSSP, established eight years ago as the cybersecurity arm of the Nigeria Computer Society, advocates for responsible digital governance, capacity building, and policy reforms to strengthen Nigeria’s cyber resilience.

The newly elected representatives, Iyinoluwa Aboyeji (South West), Charles Uchenna Emembolu (South East), Abba Ibrahim Gamawa (North East), and Victoria Ojoagefu Manya (North Central), will bring the perspectives of founders, innovators, and digital entrepreneurs directly into policy discussions that shape the country’s startup sector.

The election, coordinated by the Office for Nigerian Digital Innovation (ONDI) under the National Information Technology Development Agency (NITDA), followed a transparent nomination and voting process involving members of the Startup Consultative Forum from all six geopolitical zones. 

The Forum was inaugurated earlier in 2025 to ensure that the startup ecosystem had a voice in government-led innovation policymaking.

The NCDIE, created under the Nigeria Startup Act, serves as the main governance body responsible for driving the country’s innovation and entrepreneurship agenda. It brings together representatives from the private sector, government, academia, and investors to oversee and coordinate the Act’s implementation. 

For the first time, elected startup founders are joining the NCDIE Council, revealing a goal to boost inclusive governance and stronger collaboration between policymakers and the innovation community.

This development is seen as an important milestone in bridging the gap between Nigeria’s startup sector and government institutions. With direct representation, founders can now contribute meaningfully to conversations around policy design, funding structures, and innovation support frameworks. 

It also reflects the government’s commitment to engage the private sector in shaping Nigeria’s digital future.

According to NITDA, the inclusion of startup representatives “underscores the commitment of ONDI and NITDA to strengthening collaboration among government, innovators, and industry stakeholders.” The agency reaffirmed its resolve to “build a thriving digital economy, nurture startups, and foster the type of collaboration that ensures innovation becomes a cornerstone of national development.”

The new Council is expected to effectively integrate startup perspectives into national strategies and ensure the collaboration influences long-term growth in the tech sector. 

The election has already been commended by experts as a positive indication that Nigeria’s innovation policy is beginning to reflect the voices of those driving real change from the ground up.

This is an important step in boosting government–ecosystem collaboration as part of the broader rollout of the Nigeria Startup Act (NSA). 

The Act, signed into law on 19 October 2022, seeks to provide a legal and institutional framework to ensure startup growth, providing incentives such as a startup seed fund, tax reliefs, and simplified regulatory procedures for eligible companies.

Beyond a ceremonial launch, the Startup Consultative Forum by NITDA aims to connect startup founders, angel investors, venture capitalists, and innovation support organisations into one space directly with policymakers to shape national decisions, from policy design to long-term investment strategies.

It also opens the door to electing members of the National Council for Digital Innovation and Entrepreneurship — the top advisory group for Nigeria’s startup sector. 

The goal includes handing over part of the policymaking reins to those who are actively building the country’s digital economy.

The government is relying on this group to recommend who will sit on the National Council for Digital Innovation and Entrepreneurship — the top advisory body for startups in Nigeria. 

This council, created by the Nigeria Startup Act (NSA), has the power to influence where funding goes, what policies stay, and which ones die on paper.

NITDA says this forum will prioritise representation. That means no empty panels and no one-size-fits-all solutions. It wants those building real products and running real businesses to be in charge of the future. 

“Join us in shaping the future of digital innovation in Nigeria. Together, we can build a thriving ecosystem that supports and celebrates the pioneering spirit of Nigerian startups.”

What makes this meeting different from previous tech gatherings is the emphasis on nomination and voting. Every participant is expected to contribute to selecting who will represent startups at the highest level of policymaking. 

NITDA is calling on “all Labelled Startups, Verified Entrepreneurial and Innovation Support Organisations, Angel Investors, Venture Capitalists, and other relevant stakeholders” to show up, contribute, and make decisions.

For more information, interested parties can reach NITDA via email at info@nitda.gov.ng, visit the website, or follow them on social media @nitdanigeria.

The press statement was signed by Mrs Hadiza Umar, fnipr, f.apra, mcipr, director of Corporate Communications and Media Relations at NITDA.