Guides
DSA beneficiary and payor for Meta ads in the EU
· updated November 11, 2026 · 2 min read
For ad sets that target the EU and associated territories, Meta requires two fields: the beneficiary and the payor of the ads. Meta shows both to the people who see the ads. Meta documents the fields in its ad set reference.
Runads sends both names with every ad set that has an EU country.
The two names
| Field in the builder | Meaning | In the API |
|---|---|---|
| Who the ads are for (beneficiary) | the person or company that the ads promote | dsa_beneficiary |
| Who pays (payor) | the person or company that pays for the ads | dsa_payor |
They can be the same name.
Where the builder takes them from
After you choose the ad account, the builder asks Meta for the values saved in it.
- Both values are saved. They are filled in, and the block says so.
- Not saved. The builder asks Meta for the names it recommends for this account and offers them. Choose one or type your own.
- Nothing found. Type both.
The names are in the block Advertiser in the EU. It is in the Setup step of the advanced mode, in the editor of an ad set that needs the names, and in the launch block of the simple mode while a name is missing.
What blocks publishing
A draft with an EU country in any ad set and an empty beneficiary or payor cannot be published. The review screen shows both names before the launch: read them there once more, because they are public after publishing.
A draft without EU countries does not need the names, and the builder does not send them.
The limits of this check
- The list of countries is ours. Meta says “the EU and associated territories” and gives no list. The builder counts the member states of the EU and the French outermost regions that have their own country codes. For any other country it does not send the names. If Meta refuses an ad set of such a country for a missing name, publish that ad set in Ads Manager.
- Countries only. An ad set copied from a source campaign can target EU regions or cities without a country. The builder does not see it as an EU ad set and sends no names. Add the country to the ad set, or publish it in Ads Manager.