Background – Advertisements related services
Transaction – Section 12(14) pertains to the determination of place of supply of advertisements related service to the Central Government/State Government/Statutory body/Local authority meant for the State or Union territory identified in contract or agreement.
Place of supply of service – Each of such States/Union territories where the advertisement is broadcasted/run/played/dissemination.
The value of such supplies is in proportion to the services provided by way of dissemination in the respective State/Union territories determined in terms of the contract or agreement entered into in this regard. However, in absence of a contract or agreement between the supplier and recipient of services, the proportionate value of advertisement services attributable to different States/Union territories will be computed in accordance with Rule 3 of the IGST Rules, 2017.

GST Implications
The provisions of Rule 3 of the IGST Rules, 2017 along with examples are as under:-
| Type of Advertisements | Factor which determines the proportionate value of service attributable to the dissemination in each State/Union Territory |
| Advertisements in newspapers and publications | Amount payable for publishing an advertisement in all the editions of a newspaper or publication, which are published in each State/Union territory. |
| Example – M/s ABC Printers has received an order from a Government agency for advertisement of “No pollution” campaign for editions in Delhi, Mumbai and Noida. In this case, invoices will be issued separately depending on the number of editions in each separate State or Union Territory. | |
| Advertisement through printed material like pamphlets, leaflets, diaries, calendars, T-shirts, etc. | Amount payable for the distribution of a specific number of such material in each State/Union territory. |
| Example – M/s ABC Printers has received an order from a Government agency for printed t-shirts with respect to the “No pollution” campaign in Delhi, Mumbai and Noida. In this case, invoices will be issued separately depending on the number of t-shirts distributed in each separate State or Union Territory. | |
| (a) Advertisements in hoardings (other than those on trains) | Amount payable for the hoardings located in each State/Union territory. |
| (b) Advertisements in hoardings on trains | Length of the railway track in each state or UT. |
| Examples – M/s ABC Printers has received an order from a Government agency for advertisement of “No pollution” campaign for hoardings displayed in Delhi, Mumbai and Noida. In this case, invoices will be issued separately depending on the number of hoardings displayed in each separate State or Union Territory.M/s ABC Printers has received an order from a Government agency for advertisement of “No pollution” campaign for hoarding to be displayed on the Bharat express in Delhi and Mumbai. The train runs through Delhi, Rajasthan and Maharashtra. In this case, invoices will be issued separately according to ratio of the length of the railway track in each state or UT i.e. 3 invoices according to ratio of the length of the railway track in Delhi, Rajasthan and Maharashtra. | |
| Advertisements on the back of utility bills of oil and gas companies, etc. | Amount payable for the advertisements on bills pertaining to consumers having billing addresses in each State/Union Territory. |
| Example – Example – M/s ABC Printers has received an order from a Government agency for advertisement on the electricity bills of consumers in Delhi and Mumbai with respect to the “No pollution” campaign. In this case, invoices will be issued separately depending on the number of consumers in Delhi and Mumbai. | |
| Advertisements on railway tickets | Number of railway stations in each State/Union territory. |
| Example – M/s ABC Printers has received an order from a Government agency for advertisement on railway tickets of “No pollution” campaign for the Bharat express. The train runs through Delhi, Rajasthan and Maharashtra. In this case, invoices will be issued separately according the number of railway stations in each State/Union territory. | |
| Advertisements on radio stations | Amount payable to such radio station, which by virtue of its name is part of each State/Union territory. |
| Example – M/s ABC Printers has received an order from a Government agency for advertisement on radio of “No pollution” campaign for broadcasting in Delhi and Mumbai. In this case, invoices will be issued separately based on the amount pertaining to Delhi and Mumbai. | |
| Advertisement on television channels | Number of viewers of such channel in each State/Union territory. Viewership can be ascertained from the channel viewership figures published by the Broadcast Audience Research Council. Figures for the last week of a given quarter will be used for calculating viewership for the succeeding quarter. Where the channel viewership figures relate to a region comprising of more than one State/Union territory, the viewership figures for a State/Union territory of that region, will be calculated in the ratio of the populations of that State/Union territory, as determined in the latest census. |
| Example – M/s ABC Printers has received an order from a Government agency for advertisement on television channel India News regarding the “No pollution” campaign for telecasting in Delhi and Mumbai. In this case, invoices will be issued separately based on the number of viewers in Delhi and Mumbai. | |
| Advertisements in cinema halls | Amount payable to a cinema hall or screens in a multiplex in each State/Union territory. |
| Example – Example – M/s ABC Printers has received an order from a Government agency for advertisement in cinema halls regarding the “No pollution” campaign for audience in Delhi and Mumbai. In this case, invoices will be issued separately based on the number of screens in Delhi and Mumbai. | |
| Advertisements on internet – The service will have to be deemed to have been provided all over India | Number of internet subscribers in each State/Union territory. Internet subscribers can be ascertained from the internet subscriber figures published by the Telecom Regulatory Authority of India (TRAI). Figures of the last quarter of a given financial year will be used for calculating the number of internet subscribers for the succeeding financial year. Where the internet subscriber figures relate to a region comprising of more than one State/Union territory, the subscriber figures for a State/Union territory of that region shall be calculated in the ratio of the population of that State/Union territory, as determined in the latest census. |
| Advertisements through SMS | Number of telecom subscribers in each State/Union territory. Telecom subscribers in a telecom circle can be ascertained from the telecom subscribers’ figures published by the TRAI. Figures of a given quarter will be used for calculating the subscribers for the succeeding quarter. Where such figures relate to a telecom circle comprising of more than one State/Union territory, the subscriber figures for that State/Union territory shall be calculated in the ratio of the population of that State/Union territory, as determined in the latest census. |








