Advertising companies are often
involved in procuring space on
hoardings/ bill boards erected and
mounted on buildings/land, in different
States, from various suppliers (“vendors”) for providing advertisement
services to its corporate clients. There
may be variety of arrangements
between the advertising company and
its vendors as below:
(i) There may be a case wherein there is
supply (sale) of space or supply (sale)
of rights to use the space on the hoarding/structure (immovable property) belonging to vendor to the client/advertising company for display
of their advertisement on the said hoarding/structure. What will be the
place of supply of services provided by
the vendor to the advertising company in such case?
(ii) There may be another case where the advertising company wants to display its advertisement on hoardings/bill boards at a specific location availing the services of a vendor. The responsibility of arranging the hoardings/ bill boards lies with the vendor who may himself own such structure or may be taking it on rent or rights to use basis from another person.
The vendor is responsible for display of
the advertisement of the advertisement
company at the said location. During
this entire time of display of the
advertisement, the vendor is in
possession of the hoarding/structure at
the said location on which advertisement is displayed and the advertising company is not occupying the space or the structure.
In this case, what will be the place of
supply of such services provided by the
vendor to the advertising company?
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2.1 It is clarified that the place of supply
in the case supply of services in respect
of advertising sector, in the cases referred
in (i) and (ii), shall be determined as
below:
2.2 Place of supply in Case (i): The
hoarding/structure erected on the land
should be considered as immovable
structure or fixture as it has been
embedded in earth. Further, place of
supply of any service provided by way of
supply (sale) of space on an immovable
property or grant of rights to use an
immovable property shall be governed by
the provisions of section 12(3)(a) of
IGST Act. As per section 12(3)(a) of
IGST Act, the place of supply of services
directly in relation to an immovable
property, including services provided by
architects, interior decorators, surveyors,
engineers and other related experts or
estate agents, any service provided by
way of grant of rights to use immovable
property or for carrying out orco-
ordination of construction work shall be
the location at which the immovable
property is located. Therefore, the place
of supply of service provided by way of
supply of sale of space on hoarding/
structure for advertising or for grant of
rights to use the hoarding/ structure for
advertising in this case would be the
location where such hoarding/ structure is
located.
2.3 Place of supply in Case (ii): In this
case, as the service is being provided by
the vendor to the advertising company
and there is no supply (sale) of space/
supply (sale) of rights to use the space on
hoarding/structure (immovable property)
by the vendor to the advertising company
for display of their advertisement on the
said display board/structure, the said
service does not amount to sale of
advertising space or supply by way of
grant of rights to use immovable
property. Accordingly, the place of
supply of the same shall not be covered
under section 12(3)(a) of IGST Act.
Vendor is in fact providing advertisement
services by providing visibility to an
advertising company’s advertisement for
a specific period of time on his structure
possessed/taken on rent by him at the
specified location. Therefore, such
services provided by the Vendor to
advertising company are purely in the
nature of advertisement services in
respect of which Place of Supply shall be
determined in terms of Section 12(2) of
IGST Act.
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