Last week, the Maryland Tax Court
struck
down the state’s controversial 2020 digital advertising tax on
grounds that it violates the Constitution and the federal Internet
Tax Freedom Act (ITFA). The ruling on the first-of-its-kind law drew
national attention as tech companies, advertisers, and other
statehouses watched to see what it might mean for digital product
taxes nationwide.
While mounting
legal defeats signal trouble for various states’ attempts at
digital ad taxes, it's likely states will keep looking for ways to
tax and regulate tech. The impetus stems from two key drivers in our
current political environment – governments’ persistent urge to
tax their way out of their over-spending habits and a growing public
antipathy towards large technology companies.
The tax,
passed
in 2020, applied to companies that sell digital advertising in
Maryland, with progressive tax rates from 2.5% to 10% based on
company revenue. The Maryland Tax Court ruled
on August 14 in favor of challenges filed by Apple, Google, and
streaming service Peacock TV. The court – an administrative
quasi-judicial agency whose decisions are binding – also ordered
the state to refund over half a billion dollars ($536million) it
collected since the tax took effect.
The tax court
determined that the law violated the Constitution’s dormant
Commerce Clause and Due Process Clause as well as ITFA. The tax
violates the First Amendment by discriminating against digital
advertising and exempting print and broadcast ad sales. The weak
legal standing was clear from the start. Free State Foundation
scholars predicted
back in 2020 that the tax would not survive judicial scrutiny. This
ruling also follows last year’s decision
in federal appellate court that the tax’s pass-through provision –
which prohibited companies from directly passing the tax costs to
consumers – violated the First Amendment.

Comptroller of
Maryland Brooke Lierman, in response to last week’s ruling, said
that she and the Attorney General of Maryland would continue to
defend the tax law. This could include
possible appeals to the state trial court,
where the law could get stuck for a while. Until a final outcome, the
state will continue holding the taxes already collected.
These defeats
in state tax and federal appellate courts (hopefully) signal trouble
for digital ad taxes in other states.
Illinois, Utah, and Washington have also passed digital ad taxes.
Utah, apparently sensing legal trouble brewing in Maryland, crafted
its 2026 digital ad tax law to skirt ITFA violations by avoiding the phrase “digital advertising.”
Digital ad taxes are part of a wider push across states to tax
digital goods and services. In 2026 alone, 22 states considered
proposals to tax digital ad sales, with 12 bills enacted, according
to a MultiState analysis.
This growth in
digital tax proposals is happening as many states explore ways to tax
their way out of their spending problems. Proponents argue they just
want to raise revenue and modernize the tax code by taxing newer
goods and services. In Maryland’s case, it adopted the tax partly
to help fund the state’s massive education plan,
which is contributing substantially to unsustainable spending and budget challenges.
A MultisSate report
describes how Maryland is among many states facing such serious
budget issues.
Public
antipathy towards large technology companies and targeted advertising
is also a major impetus for the wave of digital ad tax proposals.
Supporters of Maryland’s tax made clear (here
and here)
that they wanted the tax to penalize “big tech companies” for
“monetiz[ing] personal data for targeted advertising.” Maryland
Comptroller Lierman also said in her statement that an appeal would
be to “ensure that the country's biggest tech companies pay their
fair share.” And of course, digital advertising taxes are among
many other regulatory proposals aimed at tech such as age
verification, digital privacy, data center moratoriums,
and AI regulation.
In this debate
about digital ads, “tech giants,” private data, and “taxing the
rich,” the tax proponents misunderstand who the real winners are
from this ruling – Maryland businesses that buy ads and consumers
who receive them. Without the tax, those businesses can afford more
ads and pass along savings and better-targeted offers to everyday
people – the consumers. And in the voluntary exchange that is the
lifeblood of the Internet, people share information in return for
free access to websites. Targeted advertising helps people browse
websites freely to find the best products and services at the best
possible prices, which helps lower-income consumers the most.
Marylanders
need another win in the state trial court or, better yet, state
surrender. Moreover, states need an approach opposite to what we’ve
seen – one that embraces lower taxes and the Internet’s free
market-oriented voluntary exchange of information.