There's a good chance that artisans, small businesses, and big companies will pay most of this additional tax, since it adds a percentage to all online advertis

There's a good chance that artisans, small businesses, and big companies will pay most of this additional tax, since it adds a percentage to all online advertising purchases in the country. It's not like internet advertising companies are just going to hold their prices constant and pay an additional portion of them in taxes. The local Italian companies created by this law will sell the ads at a markup which is nearly the same as the tax plus the new overhead of administering the Italian companies.