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April 16, 2025

Viraaj Vashishth

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India Set To Remove 6% Tax On Foreign Digital Advertisements Effective April 2025: An Overview

The government of India is set to remove the 6% equalisation levy on foreign digital advertising services starting April 01, 2025. This change was put forth in the Finance Bill 2025, which was recently passed by the Lok Sabha. The bill marks a fundamental change in how India approaches the taxation of foreign digital companies. This could prove to be beneficial for international digital advertising firms, the Indian digital economy, and international trade relationships on a wider scale.

History of Equalisation Levy

The Google Tax, or equalisation levy, has been in place since 2016 and taxes foreign digital firms for advertising revenue they generate from Indian companies. Some of the targeted firms with the 6% charge are non resident organizations like Google and Meta. The goal was to support Indian businesses while addressing the tax evasion issue of international tech companies.

In 2020, the levy’s coverage was widened to include a non-resident e-commerce operator who sells goods or services to Indian consumers for a fee. This broadening scope invited even more opposition from international stakeholders, especially the United States, who considered it to be an unfair digital services tax discrimination.

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Why is the Equalization Levy Being Removed?

The reason for deregulation of the equalization levy is mainly to calm the concerns of the US and other international trade partners. American representatives have labeled this tax as biased for a long time, they say it directly impacts the US technology super companies Google, Meta and Amazon. The government of India intends to:

1. Mitigate the friction with US India trade relations and improve the baseline for future negotiations.

2. Create consistency with existing treaties put forth by the Organisation for Economic Co-operation and Development (OECD) in respect to India's digital tax.

3. Motivate foreign investment in the technology sector by inviting international digital advertising companies to set offices in India.

Effects on Foreign Digital Advertising Companies

The withdrawal of the equalisation levy will be helpful for large foreign digital advertising firms in India. These companies were previously required to withhold a 6% payment and pay it to the Indian government, which affected their bottom line. With Google and Meta operating in India, the removal of the tax implies that:

1. There will be lower tax payments which will enable Indian advertisers to have better prices for services.

2. There will be more investment opportunities due to the fact that there is no further taxation applied to the Indian market.

3. There are more opportunities for business expansion where digital platforms can offer new services and features to Indian businesses.

Effects on the Indian Digital Advertising Market

The digital advertising industry in India has grown rapidly in the last 10 years. With the removal of the equalisation tax, the government hopes that Indian digital advertising firms will invest more. This is expected to accomplish the following:

1. The level of competition for Indian users for digital ad platforms will increase and Indian advertisers will be able to enjoy better services and lower prices.

2. More small and medium-sized (SMB) businesses are expected to contribute to the digital economy as they will be able to utilize international advertising platforms easily.

3. Enhance India’s status as a center for international digital marketing and innovation.

Comparison of Changes in Taxation

For ease of analysis on the pertinent shifts, the following table summarizes the changes pertaining to the equalisation levy:

Year	Tax Rate	Scope	Status
2016	6%	Online advertising services by non-resident companies	Introduced
2020	2%	E-commerce operators facilitating sales to Indian consumers	Expanded
2025	-	Equalisation levy on digital ads	Removed (Effective April 1)

International Policy Relations and Trade Impacts

Disbanding the equalisation levy is equally a proactive step aimed at developing India’s trading relations with other countries like the United States. In the past few years, the United States has shown concern over the digital service taxes that are levied by other nations. Seeing these as restrictions to the free flow of services, the United States has been trying to advocate. To address these issues, India hopes to:

1. Expand the US-India economic and political relations with India’s primary trading partner.

2. Comply with international compliance initiatives on taxation and foster opportunities for economically retaliatory measures.

3. Become more accessible to India for international companies dealing in digital services.

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Looking Ahead What can be predicted?

The repeal of the equalization levy brings with it the promise of expansion for foreign digital advertising agencies. Having said this, the situation outlines the importance for a dedicated strategy to tackle the digitized economy on a global level. This move by India corresponds with other global trends spearheaded by the OECD, which seeks to create a comprehensive solution that caters to the needs of both developed and the developing economies.

Furthermore, India will need to look for other taxes to collect appropriate revenue from the digital economy. Some of the strategies that can be implemented are:

1. Creating new digital taxes based on the OECD’s Global Tax Deal.

2. Improving primary taxation policies to ensure compliance of revenue systems by digital companies.

3. Looking for other revenue sources like better compliance with taxes by digital service providers.

To Conclude

The withdrawal of the 6% equalization levy on digital advertising services offered by foreigners is a landmark step for India’s taxation on digital services. The consolidation of this tax will make it easier for foreign advertisers to enter the Indian market, improve trade connectivity, and further expand the Indian digital advertising industry. With this decision, India now supports international technology companies; however, India has to make sure that the policies will allow healthy competition without hindering the growth of the Indian digital economy.

FAQs

1. What does the term "equalization levy" mean in the context of the digital advertising industry? What is the 6% equalization levy in this case?

The equalization levy digitized a 6% tax on advertising earned by foreign entities like Google, Meta, Amazon, etc. It was charged on services rendered by foreign advertising companies to Indian Companies which in turn made use of the services.

2. When do you anticipate equalization levy will cease?

According to the Finance Bill of 2025, the equalization levy for foreign advertisement digital companies will be taken off starting April 1st, 2025.

3. What are India’s reasons for removing the 6% tax on digital ads?

The Indian government has proposed the removal of the equalization levy as a stimulatory mechanism to build trade relations with the U.S. in addition to global taxation compliance and investment in Indian digital advertising services.

4. What are the impacts of lessening the equalization levy in advertising on a company’s digital advertising business?

Entities like Google and Meta will have reduced overall taxation which will enable them to provide better services and ad pricing in India.

5. Do Indian companies will profit from this tax elimination?

Definitely, online marketing services will be made easier to harness by Indian companies digitally because the foreign entities will provide cheaper advertising services.

6. What was the impact of the equalisation levy on foreign companies that provided digital advertising services?

The equalisation levy increases the tax burden on companies such as Google and Amazon by 6%. Consequently the cost of digital advertising for Indian advertisers skyrocketed.

7. What were the main objectives of imposing the equalisation levy?

The negative levy sought to make a digital tax on foreign advertising businesses that function within India without any physical presence in the country. As such, those companies would pay their fair share into the Indian economy.

8. Is there going to be a substituted tax for digital advertising services?

It is possible the Indian Government will develop new forms of digital taxation in an attempt to comply with the OECD’s global tax agreement. However, as of now there has been no substitute declared.

9. In what ways does this decision impact international trade relations for India?

The abolishment of the equalisation levy is helpful for trade relations with the United States in that it removes a previously considered discriminatory digital tax.

10. What are the implications of this on the future of digital advertising in India?

The growth of the Indian digital advertising market, as more foreign companies are willing to advertise in India due to there being no tax penalty. This is a winwin for all marketers, business and advertisers.