Google says Asian advertisers spending less off due to Europe's customs changes
During Alphabet's Q3 earnings call, Google's chief business officer revealed that APAC advertisers—primarily Chinese e-commerce platforms like Temu, Shein, and Alibaba—have reduced ad spending following the EU's elimination of its de minimis duty exemption. The new €3 customs duty on imports under €150 aims to protect European retailers but has disrupted Chinese platforms' ad strategies. These low-value import sources previously accounted for roughly 10% of advertising revenue at Google and Meta.
Key points
- EU eliminated de minimis exemption, imposing €3 duty on sub-€150 imports
- Chinese e-tailers reducing Google ad spending in response
- Policy change affects ~10% of Google and Meta ad revenue
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