Cost-Sharing in Joint Advertising Is Not Taxable as ‘Sponsorship Service’: CESTAT

HomeGSTCost-Sharing in Joint Advertising Is Not Taxable as ‘Sponsorship Service’: CESTAT

Cost-Sharing in Joint Advertising Is Not Taxable as ‘Sponsorship Service’: CESTAT

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Published on

24/03/2026

By Mariya Paliwala

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The Chennai Bench of Customs, Excise & Service Tax Appellate Tribunal (CESTAT) has clarified that cost-sharing arrangements in joint advertising do not constitute taxable sponsorship services, setting aside a service tax demand of Rs. 15.58 lakh. The bench of Ajayan T.V. (Judicial Member) and M. Ajit Kumar (Technical Member) has observed that agreement reflected a…

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Mariya Paliwala https://www.jurishour.in/

Mariya is the Senior Editor at Juris Hour. She has 7+ years of experience on covering tax litigation stories from the Supreme Court, High Courts and various tribunals including CESTAT, ITAT, NCLAT, NCLT, etc. Mariya graduated from MLSU Law College, Udaipur (Raj.) with B.A.LL.B. and also holds an LL.M. She started her career as a freelance tax reporter in the leading online legal news companies.

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Cost-Sharing in Joint Advertising Is Not Taxable as ‘Sponsorship Service’: CESTAT

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