Update 1: Changes to Stories Ad Safe Zones and Creative Guidelines for Reels and Instagram Feed
Meta is updating the safe zones for Stories ads to align with current Reels ad safe zones and providing guidance for displaying Reels ads on vertical devices. Additionally, Meta has updated the recommended aspect ratios for Instagram Feed ads to help you achieve better ad performance.
Unified Safe Zone Guidelines for Stories and Reels Ads
Starting March 2026, Facebook Stories, Facebook Reels, Instagram Stories, and Instagram Reels will adopt the same safe zone specifications. This change will simplify the production process for 9:16 ad creatives and ensure visual consistency across different interfaces.
Reels Ad Creative Guidelines
On devices with an aspect ratio higher than 9:16, Meta may scale the ad creative to fill the entire screen. This may result in cropping of parts outside the safe zone. Alternatively, Meta may maintain the original 9:16 aspect ratio and fill the remaining space with a black background.
Instagram Feed Ad Creative Guidelines
For Instagram Feed ads, Meta has updated the recommended aspect ratio for single image ads to 4:5 and video ads to 9:16. Furthermore, to align with organic content formats, single image and carousel ads now support an aspect ratio of up to 3:4.
- On average, single image ads using a 4:5 aspect ratio saw a 1% increase in click-through rates and off-site conversion rates. Video ads using a 9:16 aspect ratio saw click-through rates and off-site conversion rates increase by 7% and 4%, respectively.
- In the Instagram Feed, 9:16 video ads will still be cropped at the top and bottom. The Instagram account username will be overlaid at the very top of the video. Additionally, 9:16 video ads in the Feed will now follow the same safe zone guidelines as Reels and Stories ads.
Update 2: Upcoming Location Charges to Cover Digital Service Taxes
Starting July 1, 2026, Meta will apply location charges to ads delivered in specific regions to cover Digital Service Taxes (DST) and other location-related costs Meta incurs in those jurisdictions.
What are Location Charges?
- Location charges are additional fees for ads delivered in specific jurisdictions to partially cover the costs of operating business in that region.
- Location charges are calculated based on the number of ad impressions delivered to users located in jurisdictions where governments impose taxes such as DST. This depends on the audience location and ad delivery location rather than your business location.
Locations where location charges will soon apply:
- Austria: 5%
- France: 3%
- Italy: 3%
- Spain: 3%
- Turkey: 5%
- United Kingdom: 2%
Note: Jurisdictions and tax rates may change as more governments implement DST or other location-related fees.
Calculation Example: For example, delivering $100 USD of ads in Italy (3% charge) requires paying $100 USD for delivery plus $3 USD for the location charge, totaling $103 USD.
Note: VAT is calculated based on the total campaign amount including both ad delivery and location charges. It applies to the combined total rather than just the ad spend.
Why is Meta starting to collect location charges?
- Charging methods are changing due to the evolving regulatory environment, including Digital Service Tax regulations.
- Meta previously absorbed these costs but is now adjusting to meet industry standards and regulatory changes.
- Other major digital platforms already collect similar fees to cover DST and location-related costs in these areas.
What is the impact of this update?
- Meta will not use your ad budget to pay for location charges. Your ad spend will remain the same and the system will add this location charge after ad delivery.
- Location charges apply to all ad formats, whether image or video. This includes WhatsApp Click-to-Message campaigns and marketing messages currently billed with ads. Location charges do not apply to any other paid WhatsApp messages.
- You must pay location charges regardless of your payment option. Location charges will appear in Billing and Payments as separate line items by jurisdiction, such as Italy Digital Service Tax.
- All additional tax rates like VAT will still apply to the combined total amount.
- Learn more about location charges.
Update 3: Manage Replies in Threads Ads within Ads Manager
Meta has launched a new feature allowing you to review replies to Threads ads and hide individual replies within Ads Manager. Through this new feature, you can review Threads ad replies and hide them to effectively manage discussions regarding your brand, products, or services. This feature is located in the Manage Threads Replies menu added to Ads Manager. For more information about this update, please refer to the Help Center.
Update 4: Support Discontinued for Social Casino and Free-to-Play Gambling Ads in Specific Countries
Starting March 2, 2026, Meta will no longer allow Social Casino Games (SCG) and Free-to-Play (F2P) gambling ads in 18 countries because gambling is illegal in these locations. Given the increasing malicious violations of SCG and F2P policies, Meta made this decision to curb violations, maintain platform safety, and ensure advertisers meet local regulatory requirements.
- From March 2, Meta will stop allowing SCG and F2P gambling ads in: Azerbaijan, Bangladesh, Egypt, Hong Kong, India, Indonesia, South Korea, Kyrgyzstan, Malaysia, Mongolia, Myanmar, Pakistan, Philippines, Saudi Arabia, Singapore, Taiwan, Thailand, and Vietnam.
- Starting March 2, if advertisers continue to deliver SCG or F2P gambling ads in prohibited countries, they will violate our Online Gambling and Gaming Policy and their ads will be disapproved.
- Advertisers can still deliver SCG and F2P gambling ads in supported global countries as long as they meet targeting requirements.
Update 5: Instagram Creator Marketplace Expanded to Global Businesses
Meta is pleased to announce that Instagram Creator Marketplace is now available to almost all business owners globally, excluding Crimea, Cuba, Iran, North Korea, Syria, and Russia. Currently, businesses can use Creator Marketplace to find creators in 18 markets: Argentina, Australia, Brazil, Canada, France, Germany, India, Indonesia, Israel, Japan, Mexico, Netherlands, New Zealand, South Korea, Spain, Turkey, UK, and USA.
Meta recently launched several new features to make it easier for businesses to find relevant creators who can improve ad campaign results:
1. Ad Performance Metric Badges:
Creator profiles can now display badges highlighting creators predicted to improve brand ad performance. This helps you quickly find partners most likely to achieve desired results.
2. New Creator Recommendations:
The recommendation feature now highlights creators who tagged you in content, creators with high-performance ad experience, and creators who expressed interest in working with your brand. These recommendations help you identify creators interested in brand collaboration to increase the likelihood of successful promotion.
3. Search for Similar Creators:
You can now search for similar creators based on a specific creator name or Instagram username. This allows you to use past partnerships to find potential creator matches. Similar creator searches can also provide recommendations based on your top-performing partners.
4. New Homepage:
You can now browse an updated homepage showing creator recommendations and clear explanations. This helps you understand why each creator was recommended and makes the process more transparent and actionable.
Instagram Creator Marketplace is the best place to discover, evaluate, and connect with creators to improve the performance of your collaborative ad campaigns. To learn more about this tool and how to start using it, please visit the Help Center.
Help Center:
- About Instagram’s creator marketplace
- Eligibility Requirements for Instagram’s Creator Marketplace
- Create a business portfolio in Meta Business Suite
- How to verify your business in Meta Business Suite
Struggling with Brand Development and Marketing?
Reach out to us, and let the professional consultancy team at cacaFly to collaborate with you in creating a brighter future
PM: cacaFly Malaysia Facebook
Email: [email protected]
Mobile: 017-7486433
cacaFly Malaysia is always at the forefront of digital marketing and committed to being the most reliable partner of our clients, priding ourselves in offering premium services with utmost enthusiasm and professionalism. Specializing in serving brand and performance oriented clients, our one-stop digital marketing services ranges from early research, mid-term advertising, MarTech application and creative production to data analysis and strategy optimization, cacaFly Malaysia has assisted countless brands and online merchant improve their performance and expand their businesses. If you need help with digital marketing strategy, ad placements etc., contact us now! PM us on cacaFly Malaysia Facebook or email us at [email protected]
