Facebook is set to pay millions of pounds more in tax in the UK after a fundamental overhaul of its tax structure. After heavy criticism that it was avoiding tax, the BBC can reveal that profits from the majority of Facebook's advertising revenue initiated in Britain will now be taxed in the UK. The company will no longer route sales through Ireland for its largest advertisers. That includes consumer businesses such as Unilever, major retailers such as Tesco and Sainsbury's and major advertising giants such as WPP.