Digital
Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India
Government proposes removal of 6% equalisation levy on online ads
Initially introduced under the Finance Act of 2016, the equalisation levy was applied to payments for online advertisement services and digital ad space.
This tax, introduced in 2016, applies to payments made by Indian businesses to foreign digital ad platforms. (Image sourced from Moneycontrol)
In a move aimed at easing the financial burden on digital advertisers, the government has proposed eliminating the 6% equalisation levy on online advertising. According to a report by CNBC-TV18, this tax, introduced in 2016, applies to payments made by Indian businesses to foreign digital ad platforms.
If approved, the proposal is expected to provide relief to advertisers running campaigns on major global platforms like Google and Meta. The decision is anticipated to benefit startups, small enterprises, and large corporations by reducing advertising costs.
Meanwhile, Finance Minister Nirmala Sitharaman is set to present the Finance Bill 2025 in the Lok Sabha today for discussion and approval. This bill plays a crucial role in implementing the government’s financial policies for the 2025-26 fiscal year. Details regarding the timeline for rolling out the tax removal are still awaited.
Initially introduced under the Finance Act of 2016, the equalisation levy was applied to payments for online advertisement services and digital ad space. In 2020, its scope was broadened under the Finance Act, extending it to e-commerce supply and services from April 1, 2020, onwards.
SPOTLIGHT
At the Storyboard18 DNPA Conclave 2025, Union Minister Ashwini Vaishnaw spotlighted the critical role of traditional media in an evolving digital landscape. He emphasized that such gatherings can aid the govt in formulating more effective policies for a balanced and sustainable media ecosystem.
Read MoreIN PHOTOS: At Global Pioneers Summit, visionaries chart the future of business and creativity
From the chiefs of Nestle, Diageo, Colgate, PepsiCo, Zetwerk and CRED to AI visionaries, marketing mavens, top creators, ad legends and leading global agencies' CEOs, the brightest minds converged at the Storyboard18 Global Pioneers Summit for an action-packed day of meaningful dialogues on creativity, commerce and culture.