Equalisation Levy @ 6% on Digital Ads [Updated]


The Digital Space has grown very rapidly in the past few years and is expected to grow substantially in the next few years. The biggest beneficiaries of this rapid growth in the Digital Space are companies earning through Digital Ads like Google, Facebook, Twitter, Linkedin, Yahoo and other advertising majors.

Moreover, as these companies are located outside India, they are not even subject to any taxes in India. Business in the Digital Domain is done irrespective of the physical location of the service provider/recipient and is being done in the nebulous world of cyberspace. Persons carrying business in digital domain could be located anywhere in the world.

These new business models have created new tax challenges. The digital business fundamentally challenges the current manner of levy of taxes which are based on the presence-based permanent establishment rules.

Introduction of Equalisation Levy @ 6% on Digital Ads

Many Internet Companies are generating massive revenues from India. However, as they don’t have a permanent establishment in India – they are not liable to pay to any income tax in India. The Budget 2016 has put an end to this free run for such internet companies and has proposed to introduce an “equalization levy” @ 6% on specified services which are availed by Indian Residents from Non Resident providers.

This Equalisation Levy of 6% is proposed to be levied on specified services by Internet companies. The only specified service mentioned as of now is Advertisement, any provision for digital advertising space, or any other facility or service for online advertisements.

With the introduction of the Equalisation Levy, the Govt has been indirectly able to tax the Global Advertising Companies. More such services may be added in the list of specified services in future. Currently this Equalisation Levy would only be on Advertisements.


Applicability and Manner of Deduction of Equalisation Levy

The Equalisation Levy would only be applicable if the aggregate amount of consideration for specified services (Ads) exceeds Rs. 1 Lakh during the year. This limit of Rs. 1 Lakh has been introduced to reduce the burden of small players in the digital domain. If the aggregate payment made or expected to be made during the financial year is less than Rs. 1 Lakh – Equalisation levy won’t be applicable in this case.

This levy of Equalisation would be in the same manner as TDS i.e. the person making the payment for Digital Advertisements would be required to deduct Equalisation Levy @ 6% of the Total Payment and deposit the same with the Central Govt.

In case of any failure in complying with the provisions of the Equalisation Levy, the amount paid for such services won’t be allowed to be claimed as an expense for income tax purposes.

Exemption from Equalisation Levy

Equalisation Levy would not be applicable in the following cases:-

  1. If the Payment made during the year is less than Rs. 1 Lakhs
  2. If the organisation making the payment is registered in Jammu & Kashmir

Reason for Introduction of Equalisation Levy

Many companies which are providing services in the cyberspace register themselves in a country wherein the tax rates are low and pay very low taxes on their global income. The issue of taxing the income of these Global Advertising Giants has been on the minds of tax authorities of several countries.

In a recent case held in the UK – it was held that by registering itself in Dublin instead of UK, Google was paying negligible amount of tax. Google lost the case and had to pay $ 185 Milllion in taxes to the UK Govt.

If we talk about India – The revenue of Google was Rs. 4108 Crore in 2014-15 and the revenue of Facebook was Rs. 123.5 Crores during the same period. Introduction of Equalisation Levy would fetch the govt a lot of money which till now was not taxed. Many people are also referring to this Equalisation Levy as Google Tax because a major chunk of online ads spent goes to Google.

Annual Return and Deposit of Equalisation Levy with the Govt.

The Equalisation Levy which is to be deducted @6% is required to be deposited with the Govt. within 7 days from the end of the month in which this amount has been deducted. For example: If Equalisation Levy has been deducted in the month of Sept, it is required to be deposited with the Govt on or before 7th Oct.

Challan No./ ITNS 285 is required to be deposited along with the Payment of Equalisation Levy. Equalisation Levy can be deposited online with the govt through the following link:-


An Annual Return is required to be filed with the Govt stating the Equalisation Levy withheld and the organisations to which the payment has been made. This return is required to be filed annually and is to be filed in Form No. 1 on or before 30th June of the next financial year. This annual return is to be verified either through Digital Signature or through an Electronic Verification Code by an authorised signatory.

Applicability of Equalisation Levy on Google & Facebook Ads

The 2 most popular online platforms (i.e. Facebook and Google) were earlier operating from outside India and were not paying any taxes in India.

However, the Indian Govt. wanted them to pay tax in India as the income was earned from India but tax payment was being legally avoided by not incorporating a company in India. It was for this reason that Equalisation Levy was introduced so that the Indian Govt. is able to collect some tax on such ads.

However, both these companies i.e. Google and Facebook have registered in India and are doing the billings from India. As both of them have now registered in India, they are now paying both Income Tax as well as GST in India as per the Tax Laws.

As both these companies have now registered in India, Equalisation Levy would not be levied on payments to Google and Facebook but would continue to be levied on other platforms which receive money from advertisements and are not registered in India.

Karan is CA by Qualification with the rare distinction of being awarded All India Rank 22. He is also the founder of this website and is an expert in helping people save Taxes legally. He can be reached by booking an appointment for Tax Advisory Service.