Finance/Compliance Consultant
77995 Points
Posted on 06 November 2026
The old "15% commission / 85% media" approach changed under GST:
• Sale of advertising space in print media (newspapers, magazines): exempt (Notf 12/2017-CT(R), entry for "services by way of sale of space for advertisement in print media").
• If the agency acts as a principal (buys space and resells it to the client), the resale is a supply of advertising service at 18%. The print-media exemption applies only to the publisher's direct sale of space. Many agencies therefore bill as pure agent for media cost (Rule 33 conditions: contract, separate disclosure, actual reimbursement) and charge 18% on their commission or service fee only.
• Space or time in other media (TV, radio, outdoor, digital) is taxable at 18%.
• Practical structure for a small agency: two lines on the invoice. "Print media space, as pure agent, at actual" (no GST, supported by the publisher's invoice in the client's name) and "Agency commission / creative" at 18%.
• Registration threshold Rs 20 lakh on the agency's own turnover. Pure-agent reimbursements are excluded from value (Rule 33).