Google says Asian advertisers spending less off due to Europe’s customs changes
Google said some advertisers in Asia are buying fewer ads after the European Union changed its customs rules for low-value imports. The comment points to how trade policy can affect advertising revenue, particularly for platforms that rely on retailers selling inexpensive goods into Europe.
The EU has introduced a temporary €3 customs duty on each shipment worth under €150 from outside the bloc, ending the previous exemption. Nearly 5.9 billion low-value items were shipped to the EU in 2025, many from Chinese retailers such as Temu, Shein and Alibaba; these businesses are estimated to provide about 10 per cent of Google and Meta’s advertising revenue.
In short
- Google links slower ad growth to EU customs changes.
- The EU introduced a €3 duty on low-value imports.
- Chinese e-tailers are a significant source of ad revenue.
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The strongest fair case each way — we don't pick a winner.
The case for
Supporters of the EU’s duty can argue that low-value imports should contribute fairly to customs costs and that the previous exemption encouraged a flood of parcels, putting pressure on enforcement and local businesses. If the change reduces demand for some retailers’ ads, that is a commercial consequence of applying trade rules, rather than a reason to preserve a special advantage for overseas sellers.
The case against
Critics can argue that a per-shipment duty raises costs for consumers and smaller sellers, especially where goods are inexpensive, and may restrict access to affordable products. The resulting pullback in advertising could also affect platforms and businesses that depend on reaching European customers, while a temporary charge may add complexity without addressing the underlying issues in a proportionate way.
Explained simply
Until recently, goods worth under €150 entering the European Union were exempt from customs duty. The EU has introduced a temporary €3 duty on each shipment below that value, affecting sellers outside the bloc that send low-cost items to European customers.
Chinese retailers including Temu, Shein and Alibaba are among the businesses that sell these goods. Online platforms such as Google and Meta earn money by showing adverts, including adverts bought by retailers seeking customers in Europe.
If sellers respond to the added cost by reducing sales or promotion, that could affect how much they spend on advertising. The change therefore links EU import rules with the income of global advertising platforms.
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