# Facebook ads in Brazil: new taxes, PIX, ad rules and key dates > Facebook ads in Brazil: Meta passes on ISS and PIS/Cofins since 1 January 2026, PIX and boleto payments, Ad Library rules, time zones and key selling dates. - **Author**: Marxx - **Published**: 2026-11-02 - **Category**: Americas - **URL**: https://marxx.ai/library-markets/meta-ads-in-brazil --- Facebook ads in Brazil run in Meta Ads Manager, and since 1 January 2026 Meta passes on two taxes, ISS at 2.9% and PIS/Cofins at 9.25%, when Facebook Serviços Online do Brasil Ltda invoices you. Together they are 12.15% of what you pay, so build them into your budget. ## Facts that differ in Brazil (checked 2026-10-20) | Fact | Brazil | |---|---| | Ad transparency | The [Meta Ad Library](/glossary/meta-ad-library) shows every active ad. Ads about social issues, elections or politics need [authorisation](https://www.facebook.com/business/help/2150157295276323). In Brazil only, for those ads created on or after 15 August 2024, the Library also shows ad-level targeting, total reach, and reach by location, age and gender ([Meta](https://www.facebook.com/business/help/2405092116183307)). | | Tax on Meta's bill | Ads Manager budgets do not include tax. With a card or monthly invoice, tax is added on top of your spend. With PIX, prepaid boleto or Mercado Pago, you prepay spend plus tax. The new CBS and IBS taxes show on e-invoices for testing in 2026 but are not passed on to you ([Meta: Brazil tax](https://www.facebook.com/business/help/471651647527469)). | | Main languages | Portuguese is the official language ([Constitution, Article 13](https://www.planalto.gov.br/ccivil_03/constituicao/constituicao.htm)). | | Popular platforms | Ad reach in late 2025: YouTube 150 million, Instagram 147 million, TikTok 131 million (adults only), Facebook 109 million ([DataReportal](https://datareportal.com/reports/digital-2026-brazil)). Ad reach is the audience each platform's ad tool reports, not active users. | | Payments Meta accepts | Amex, Elo, Mastercard and Visa cards, PayPal, and manual methods: boleto, Mercado Pago and PIX. Manual methods need Brazil as the account country and reais as the currency, and you must choose one when you first set up the ad account ([Meta](https://www.facebook.com/business/help/1476859232374404)). | | Time zone | UTC-3 in Brasília and São Paulo, UTC-4 in Manaus, UTC-5 in Rio Branco and UTC-2 on Fernando de Noronha. No daylight saving ([IANA tz database 2026e](https://www.iana.org/time-zones)). | ## Key selling dates (checked 2026-10-20) - **Black Friday:** Friday 27 November 2026 ([plan](/campaigns/black-friday-ad-ideas)). - **13th salary:** employers pay it by 20 December every year, so Christmas shoppers have cash ([Law 4,749 of 1965](https://www.planalto.gov.br/ccivil_03/leis/l4749.htm)). - **Christmas Day:** Friday 25 December 2026 ([ideas](/campaigns/christmas-ad-ideas)). - **Fixed-date national holidays named in law:** 1 January, 21 April, 1 May, 7 September, 2 November, 15 November and 25 December ([Law 662 of 1949](https://www.planalto.gov.br/ccivil_03/leis/l0662.htm), as amended in 2002). Two more laws add 12 October ([Law 6,802 of 1980](https://www.planalto.gov.br/ccivil_03/leis/l6802.htm)) and 20 November ([Law 14,759 of 2023](https://www.planalto.gov.br/ccivil_03/_ato2023-2026/2023/lei/l14759.htm)). ## What to run and when Say you set a campaign budget of R$ 1,000. Meta's formula divides the budget by (1 minus 0.029 minus 0.0925), so you pay R$ 1,000 / 0.8785 = R$ 1,138.30, of which R$ 138.30 is tax. Now say finance gives you R$ 50,000 for Black Friday. Only R$ 43,925 (50,000 x 0.8785) reaches your campaigns, and R$ 6,075 is tax. Plan hooks and offers around the 13th salary, which lands before 20 December. Instagram reaches more people than Facebook here, 147 million against 109 million, so give it a full share of the test budget. Selling across the Americas? Compare the [United States](/markets/meta-ads-in-united-states), where Meta adds tax in only four states. To see what rival brands run before you spend, search the Ad Library by hand. We make Marxx, which [tracks competitor ads](/features/competitor-tracking) on Meta and Google in one place. ## Common mistakes - Reading an Ads Manager budget as the final cost. Tax comes on top. - Picking a payment method later. PIX, boleto and Mercado Pago can only be added if you choose them at setup. - Expecting a foreign currency on the invoice. With Brazil as your tax country and a currency other than reais, Meta still processes the charge in reais. - Running ads about social issues, elections or politics without authorisation. ## FAQ ### Does Meta charge tax on ads in Brazil? Yes, for customers invoiced by Facebook Serviços Online do Brasil Ltda. Since 1 January 2026 Meta passes on ISS at 2.9% and PIS/Cofins at 9.25%, on top of your Ads Manager spend. ### Can I pay for Facebook ads with PIX? Yes, but only if you chose it when you first set up the ad account, with Brazil as the country and reais as the currency. Meta also lists boleto and Mercado Pago. ### Which currency does Meta charge in Brazil? Reais, if you chose Brazil as your tax country. If your ad account uses another currency, Ads Manager shows it, but Meta processes the charge in reais under Brazil's foreign exchange rules. --- - [More Americas articles](https://marxx.ai/library-markets/category/americas) - [All articles](https://marxx.ai/library-markets)