Google: Asian Ad Spend Drops After EU Customs Change
Google reports reduced advertising purchases from Asian clients following the EU's introduction of new customs duties on low-value imports.
Google has disclosed that certain Asian customers are purchasing fewer advertisements. Philipp Schindler, the company's chief business officer, indicated that advertisers in the Asia-Pacific region were affected by the European Union's decision to remove its de minimis exemption. This regulatory shift has contributed to slower growth for Google.
The EU implemented a temporary customs duty of three euros for every consignment valued under 150 euros imported from outside the bloc. Previously, the union collected no import duty on nearly 5.9 billion low-value items shipped to the continent in 2025. Chinese e-commerce platforms, including Temu, Shein, and Alibaba, are estimated to account for approximately ten percent of advertising revenue at Google and Meta.
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