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Tech giant will charge additional fee from November for advertising in line with new taxes being imposed in Europe

Google is to pass the cost of the UK’s digital services tax onto advertisers, adding more than £120m to marketers’ costs annually, as the government’s attempt to get tech giants to pay more to the exchequer is billed to their customers.

Google has told its tens of thousands of clients that from November it will charge an additional fee for ads served on Google and YouTube. The move will increase advertisers’ costs in line with the amount the tech giant is set to pay in new digital services taxes as they come into force: 2% in the UK, and 5% in Austria and Turkey.

Related: Facebook threatens to block Australians from sharing news in battle over landmark media law

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