Etaxguide GST Guide For Advertising Industry 2014 11 14

User Manual: Pdf

Open the PDF directly: View PDF .
Page Count: 28

Download
Open PDF In Browser	View PDF

IRAS e-Tax Guide
GST: Guide for Advertising Industry

Published by
Inland Revenue Authority of Singapore

Published on 14 Nov 2014

Disclaimers: IRAS shall not be responsible or held accountable in any way for any damage,
loss or expense whatsoever, arising directly or indirectly from any inaccuracy or
incompleteness in the Contents of this e-Tax Guide, or errors or omissions in the
transmission of the Contents. IRAS shall not be responsible or held accountable in any way
for any decision made or action taken by you or any third party in reliance upon the
Contents in this e-Tax Guide. This information aims to provide a better general
understanding of taxpayers’ tax obligations and is not intended to comprehensively address
all possible tax issues that may arise. While every effort has been made to ensure that this
information is consistent with existing law and practice, should there be any changes, IRAS
reserves the right to vary our position accordingly.

© Inland Revenue Authority of Singapore
All rights reserved. No part of this publication may be reproduced or transmitted in any form
or by any means, including photocopying and recording without the written permission of
the copyright holder, application for which should be addressed to the publisher. Such
written permission must also be obtained before any part of this publication is stored in a
retrieval system of any nature.

Table of Contents
1

Aim ..................................................................................................................... 1

At a glance ......................................................................................................... 1

Media sales ........................................................................................................ 2

Media planning .................................................................................................. 9

Creative and Production Sales ...................................................................... 11

Brand PR and Events Organising .................................................................. 13

A summary of the GST treatment on various advertising services and
common business scenarios can be found at Annexes B and C. .............. 15

Contact Information ........................................................................................ 15

Annex A – Extract of Section 21(3)(i), (j), (k) and (u) of GST Act ....................... 16
Annex B – Summary of GST treatment for various advertising services ......... 18
Annex C – Common Business Scenarios ........................................................... 20

GST: Guide for Advertising Industry
1

Aim

1.1

This e-Tax Guide1 explains the GST principles applicable to the advertising
industry and is applicable to the following suppliers of advertising services:
a) Media owner,
b) Media agency, and
c) Creative agency / full range advertising agency.

1.2

Some of the common forms of advertising services which they provide and
will be discussed in this guide are:
a) Media Sales,
b) Media Planning,
c) Creative and Production Sales,
d) Brand Public Relations (PR) and Events Organising.

At a glance

2.1

A supply of service is made in Singapore if the supplier belongs in Singapore
(i.e. has a business or fixed establishment in Singapore). A supply of service
in Singapore attracts GST unless it qualifies for zero-rating relief as an
international service under section 21(3) of the GST Act, or it is an exempt
financial service listed under the Fourth Schedule to the GST Act.

2.2

The provisions of the GST Act applicable to zero-rating of advertising
services2 are:
(i) Section 21(3)(u)
- For Media Sales where the place of circulation of advertisement is
wholly or substantially outside Singapore;
(ii) Section 21(3)(j)
- For Media Planning, Creative and Production Sales, Brand PR
where the services are contractually supplied to and directly benefit
persons belonging outside Singapore;
(iii) Section 21(3)(i) and 21(3)(k)
- For Event Organising where the exhibition or convention services
are supplied for events held overseas; or where the events are held
in Singapore, such services are contractually supplied to and
directly benefit persons wholly in their business capacity and who in
that capacity belong outside Singapore.

This e-Tax Guide replaces the IRAS’ e-Tax Guide “GST Treatment of Advertising Services”
published on 28 Sep 2012.
2
Extract of the provisions in GST Act is reproduced at Annex A.

Media sales

3.1

In this section, the GST treatment of media sales will be discussed. It will
apply to the media owner and intermediary supplier such as the media
agency, creative advertising agency or full range advertising agency. Other
suppliers can also adopt the GST treatment if they make an onward supply
of media sales, such as a holding company buying and supplying it to its
related companies.

3.2

Media sales refer to:
(i) Sale of advertising space for hardcopy print and outdoor
advertisements via newspapers, magazines, billboards, etc.;
(ii)

Sale of advertising airtime for broadcasting via TV and radio; and

(iii)

Sale of media space for web advertising (in the form of page view,
impression, hit rate, electronic data mail, SMS messages, etc.) in other
digital media via email, internet and mobile phone.

3.3

Suppliers involved in media sales

3.3.1

The primary supplier is the media owner who sells advertising space, airtime
and web media space for placement of advertisements.

3.3.2

The 2 common scenarios of the supply chain for media sales are:
i) Sale from the media owner directly to the advertisers.
Media Owner

Advertisers

ii) Sale from the media owner to intermediary suppliers (such as the media
agencies, creative advertising agencies or full range advertising
agencies) who make an onward supply to the advertisers. In this
situation, the media agencies or advertising agencies are acting as
principals for the transactions on media sales.
Media Owner

Intermediary Suppliers
(e.g. media agencies)

Advertisers

3.4

Value of supply of media sales

3.4.1

Where the media owner makes media sales directly to the advertiser, the
billing is usually based on the rates stated on the rates card. The value of
supply is the gross selling price (e.g. $X) charged to the advertiser. The price
includes all costs incurred in typesetting, formatting, printing and necessary
technology to have the advertisement fitted into the time or space supplied,
and transmission by whatever medium of communication to the readers or
viewers.

3.4.2

Where the media owner makes media sales to a media agency or
advertising agency, based on market practice, he usually allows a discount
(e.g. 15%) from the gross selling price (i.e. $X). The value of supply for the
media sales is therefore the discounted price (i.e. $X – 15%) payable by the
agency.

3.4.3

When the media agency or advertising agency onward bills the advertiser to
recover the cost of the media sales (i.e. $X), the agency is making a
separate supply of media sales. The value of this supply is the gross selling
price (i.e. $X). The supplies mentioned here and in paragraph 3.4.2 are
illustrated below:
$X – 15%

Media
Owner
3.4.4

Client

In the media sales supply chain, there may be more than one agency
involved, with the discount shared by multiple parties. Each agency acts as a
principal for the media sales transaction and has to account GST on his
selling price charged to his client as illustrated below:
Media
Owner

3.4.5

Media
Agency

$X – 15%

Media
Agency

$X – 5%

Creative
Agency

$X
Client

If an advertising agency acts as a commission agent for the media owner, it
is the media owner who makes a supply of media space or airtime directly to
the advertiser and charges the advertiser at the gross selling price (i.e. $X).
The media owner pays the advertising agency a commission for the
provision of agency services. The value of supply for the advertising
agency's service is the commission earned as illustrated below:
Media Owner

Gross selling price

Advertiser

Commission
charged
Advertising Agency

3.5

GST treatment of media sales

3.5.1

Media sales involving the circulation of the advertisement is a supply of
service that is performed through the media on which the advertisement is
placed. This service is directly in connection with the advertising media in
circulation, not the subject matter of the advertisement.

3.5.2

The advertising media in circulation can be in physical or digital form. For the
placement of advertisement in hardcopy print, the media is in the form of
physical goods such as newspapers, magazines, billboards, etc. For
advertisement through TV, radio, internet and mobile phone, the advertising
media is in digital form.

3.5.3

The supplier must charge and account for GST at the prevailing rate on the
media sales unless it can be zero-rated under Section 21(3)(u) of the GST
Act. The proxy to determine whether to standard-rate or zero-rate media
sales is the place of circulation of the advertisement and not the belonging
status of the contracting party or recipient of service. The GST treatment is
as follows:
(i)

If the circulation of the media advertisement is in Singapore, the
supply is standard-rated.

(ii)

If the circulation of the media advertisement is outside Singapore, the
supply is zero-rated.

(iii)

For regional circulation of the same media advertisement, the supply
is considered to be substantially circulated outside Singapore and can
be entirely zero-rated if at least 51% of the total circulation of the
same media advertisement through physical or digital media is
circulated outside Singapore.

3.5.4

This GST treatment applies throughout the supply chain to cover all
suppliers who bill for media sales, for example the media sales by a media
owner to a media/ advertising agency who in turn makes the media sales to
the advertiser.

3.5.5

It is also applicable to suppliers outside the advertising industry (e.g. the
property agents) who buy advertising media space or airtime from media
owner / media agency / advertising agency and make onward supplies of
those advertising media sales to their customers, as illustrated below.
Media Owner

3.5.6

Media Agency /
Advertising Agency

Property
Agent

Advertiser

If a holding company of a multinational company (“MNC”) on behalf of its
subsidiaries, contracts with a media owner / media agency / advertising
agency for the media buying, and recovers the costs of the media buying
from the respective subsidiaries, the holding company is treated as a
principal making onward supplies of advertising media sales to its
subsidiaries as illustrated below. The basis to standard-rate or zero-rate the
onward supplies of media sales similarly depends on the place of circulation
of the advertising media.
Media Owner

Media Agency/
Advertising Agency

MNC
Holding
Company

MNC
Subsidiaries

Supplies by third party service providers
3.5.7

The GST treatment based on circulation does not apply to supplies made by
third party service providers3 (such as printing companies,
telecommunication service providers) who provide services to the media
owners or advertising agencies for the circulation of the advertisement.

3.5.8

For example, a telecommunication company provides mass Short Message
Services (i.e.SMS) directly to an advertiser to transmit the advertising
messages to its subscribers. Even though some value added services such
as typesetting and creation of graphics are provided, the supply is
predominantly telecommunication services and not a supply of advertising
space or time in any electronic media. It cannot qualify for zero-rating under
section 21(3)(u) based on place of circulation4. The zero-rating of
telecommunication services will instead be based on section 21(3)(q) of the
GST Act.

3.5.9

Zero-rating under section 21(3)(u) will also not apply to services provided by
an advertising agency acting as a commission agent for the media owner as
described in paragraph 3.4.5. Whether such services can be zero-rated
depends on whether they satisfy the zero-rating conditions under section
21(3)(j) of the GST Act.

3.6

Media sales for advertisement circulated in Singapore

3.6.1

The supplier must charge and account for GST at the prevailing rate for the
media sales if the advertisement is circulated in Singapore regardless of
whether the supply is made to a local or overseas customer5. The
advertisement is considered to be circulated in Singapore if:
(i) The advertisement is placed on hardcopy print (e.g. newspapers,
magazines) made available in Singapore; or
(ii) The advertisement is placed on local television and radio channels aired
mainly in Singapore.

3.6.2

For media sales advertising through mobile phones (e.g. in the form of SMS
or SMS-enabled banner), the place of subscription of the telephone line is
used as a proxy to determine the place of circulation. If an advertisement is
sent to subscribers of local telephone lines, the circulation is in Singapore.
The media sales have to be standard-rated.

Section 21(3)(u) zero-rating does not apply to other service providers who are not supplying media
sales. If the service provider is providing telecommunication services, the basis to zero-rate is under
section 21(3)(q). For provision of other services, the basis to zero-rate is generally under section
21(3)(j).
4
This is specifically excluded under section 21(4D).
5
Media sales supply made to an overseas person cannot qualify for zero-rating under section 21(3)(j)
as it is specifically excluded under section 21(4B).

3.7

Media sales for advertisement circulated outside Singapore

3.7.1

Media sales for advertisement circulated outside Singapore by means of
hardcopy print such as magazines, and digital mode via TV, radio, internet
and mobile phone can be zero-rated under section 21(3)(u). This is
regardless of whether the services are provided to a local or overseas
customer.

3.7.2

For media sales advertising through mobile phones, if an advertisement is
sent to subscribers of overseas telephone lines, the media circulation is
generally regarded to be outside Singapore and can be zero-rated. However,
if the advertisement is targeted at and sent specifically to subscribers of
overseas telephone lines who are in Singapore, the media sales must be
standard-rated as the advertisement is circulated locally.

3.8

Media sales for advertisement circulated both in Singapore and outside
Singapore

3.8.1

Apportionment of the value of supplies into standard-rated and zero-rated
supplies is generally required when supplies consist of a mixture of standardrated and zero-rated supplies. However, suppliers of media sales advertising
may face practical difficulties in apportioning the value of supply for
Singapore and overseas circulation.

3.8.2

The use of the administrative rule of “51% circulation outside Singapore” as
a proxy to regard the mixed circulation as being substantially outside
Singapore will remove the need for apportionment. In other words, the
supply of media sales with mixed circulation can be wholly zero-rated if this
rule is satisfied.

3.9

Elaboration of the “51% circulation outside Singapore” rule

3.9.1

Publications
For advertising space in regional publications circulating in and outside
Singapore, the 51% circulation rule applies only to publication of the same
version or edition for distribution to multiple countries. It cannot apply to
publications for a specific country’s market.

3.9.2

For publications issued specifically for a particular country (for example, Her
World Malaysia and Her World Singapore), the circulation rule is confined to
that country. Media sales for Her World Malaysia can be zero-rated (being
circulated overseas) while media sales for Her World Singapore are
standard-rated.

3.9.3

Similarly, magazines with the same content printed in different languages, or
magazines with slight modifications for distribution in different countries
cannot be regarded as the same version or edition of the publication.

3.9.4

Where media sales involve a new publication with no past track record, the
51% circulation rule can be based on "expected volume of circulation" in
each country. The expected volume of circulation must be supported with
6

reasonable basis. For publication with established track records, the
percentage of circulation rule to be applied should be based on the average
actual circulation. The percentage of circulation should be periodically
reviewed, or whenever there is a change, for future application.
Retrospective GST adjustment for past media sales transactions is not
required should the percentage derived from actual volume of circulation is
different.

3.9.5

3.9.6

Airtime
For sale of advertising airtime for broadcasting via TV and radio, the 51%
circulation outside Singapore applies only to the same advertisement aired
simultaneously in Singapore and overseas via regional channel. For
advertisements via mobile phones, the 51% circulation outside Singapore
must be based on the proportion of overseas phone lines in a targeted list of
recipients for the same advertisement messages.
Internet
For advertisements placed on internet, the viewer access is generally globalwide. As the reach-out is substantially outside Singapore, the entire value of
media sales advertising can be zero-rated. This applies to advertisements
that are placed on a webpage having no restricted access or with restricted
access to viewers from Singapore and overseas.

3.9.7

If the advertisements are placed on a webpage having restricted access to
viewers in Singapore only (e.g. restricted access to IP addresses from
Singapore), then the media sales should be standard-rated.

3.9.8

The same applies to advertising in applications downloaded to mobile
devices (e.g. phone ‘apps’). If the advertisements are placed in an
application with no restricted access, or with restricted access to users from
Singapore and overseas, the media sale advertising can be zero-rated. If the
advertisement is placed in an application having restricted access to users in
Singapore only6, then the media sales should be standard-rated.

Generally, if the application is only available for download at an online store for Singapore users,
access to the application is regarded to have restricted access to users in Singapore.

3.10

The GST treatment of media sales via different media modes are
summarised as follows:
Local Circulation
(standard-rated)

Overseas
Circulation
(zero-rated)

Mixed Circulation
qualifying for zerorating

Hardcopy circulated
in Singapore

Hardcopy
circulated/exported
overseas

For the same version
of hardcopy print
advertisement, at least
51% circulation is
outside Singapore

Broadcast in
Singapore

Broadcast outside
Singapore

Broadcast
simultaneously in
regional channels

2) Internet
Advertising
(includes
advertising in
applications on
mobile device)

On webpage/
application with
restricted access to
viewers/ users in
Singapore

On webpage / application with no restricted
access, or with restricted access to
Singapore and non-Singapore viewers /
users

3) Mobile Phone
Advertising

Subscribers of local
telephone lines

Subscribers of
overseas
telephone lines

Advertising Media
Mode
In Physical Form:
Hardcopy print
advertisement

In Digital Form:
1) Television &
Radio Advertising

3.11

At least 51% are
subscribers of
overseas telephone
lines

Information required on invoice to support zero-rating

3.11.1 If the media sales qualifies for zero-rating, the supplier’s invoice to its
customer must clearly show that it is billing for media sales for
advertisements circulated outside Singapore or circulated both inside and
outside Singapore.
3.11.2 Details of the media7, date of advertisement, place of circulation, etc. should
be shown. If the supplier is billing in a single invoice for both standard-rated
and zero-rated media sales, the invoice must clearly separate and show
details of both the standard-rated and zero-rated media sales advertising.
3.11.3 If the media / advertising agency supplies media sales and other forms of
advertising services, it will usually bill its client separately for the media
sales. Should the supplier issue a single invoice for both media sales and
other advertising services, it needs to show the details of the media sales
(including place of circulation) and other advertising services. For zero-rated
media sales, it must also keep a copy of the invoice issued by the media
owner to support the purchase of advertising media space and date of
overseas or mixed circulation.

For internet, please show the website address of the advertisement.

Media planning

4.1

In this section, the GST treatment of media planning will be discussed. It will
apply to the media agency and full range advertising agency.

4.2

Media planning is strictly a professional and advisory service. The supplier of
media planning bills its client for this media planning service based on the
time cost or on a retainer fee basis.

4.3

GST treatment for media planning

4.3.1

Media planning bears no direct nexus with the place of media circulation of
the advertisement and the subject matter of the advertisement. The mode of
advertisement and the countries of circulation are merely the basis of
planning. Therefore, zero-rating concept based on the rule of media
circulation for media sales advertising cannot be applied for media planning
services.

4.3.2

If the supply of media planning services is made to a Singapore client, the
supplier has to charge and account for GST at the prevailing rate on the
supply.

4.3.3

If the supplier is engaged by a Singapore client to provide media planning for
its group of companies that are located outside Singapore, or located both
inside and outside Singapore, the supplier has to similarly standard-rate its
supply.

4.3.4

Zero-rating under section 21(3)(j)
The supply of media planning services to a client outside Singapore can be
zero-rated under section 21(3)(j) of the GST Act if the following two
conditions are satisfied:
(i)

The service is supplied under a contract (written or verbal) with an
overseas client who does not belong in Singapore, and the invoice is
issued directly to that overseas client who engaged the supplier for the
services; and

(ii)

The service must directly benefit the overseas client and/or another
overseas person(s). A service will ”directly benefit” a person if there is
a direct impact on the recipient of service. In practice, the Comptroller
will first look at the contract governing the supply of service. If the
contract stipulates another person as the recipient of the service, the
Comptroller will consider the supply to directly benefit this recipient.

If the supplier of media planning services does not meet any of the two
conditions, it has to standard-rate its supply.
4.3.5

The supplier can therefore zero-rate its supply if the client is an overseas
advertiser who will directly benefit from its services, provided that the
contract does not name another local person as the recipient or beneficiary
of the services.
9

The supplier can also zero-rate its supply if it is engaged by an overseas
holding company / group HQ / regional office to do media planning for its
group of companies which could include Singapore and overseas entities.
The services provided (involving market studies; choosing advertising media,
timing and frequency of advertising; co-ordination with various parties; etc.)
are for the purpose of optimising the media investment of the group. It does
not matter whether the contracting party recovers the costs from the entities
in the group as it is the immediate recipient who will directly benefit from the
supplier’s services. Other entities in the group may enjoy an increase in
publicity and sales but the benefits they receive are indirect and one step
removed.

4.3.6

Where zero-rating may not apply
The supplier may be engaged by an overseas advertising agency to perform
media planning services for the latter’s advertiser client. The supplier can
zero-rate its supply because it is dealing directly with the overseas
advertising agency and bill him for its services.

4.3.7

However, if the contract specifies the advertiser to be the recipient of
services and/or requires the supplier to deal directly with the advertiser, then
the advertiser benefits directly from the supplier’s services. The supplier has
to standard-rate its supply made to the overseas advertising agency if the
advertiser is a local person as the services benefit a local person. If the
advertiser is an overseas person, the supplier can zero-rate its supply.

4.3.8

The supplier may secure a project by way of a global contract entered into
with an overseas HQ. For work specifically provided to the local entity,
adaptations (by means of Memorandum of Understanding) to the contract
will be made with the local entity. This supply is billed directly to the local
entity and has to be standard-rated as it is supplied to and for the benefit of
the local entity.

4.4

A summary of the GST treatment for media planning services is shown in the
diagram below:
Media Planning

Contract with
Advertising Agency

Contract with
Advertiser Client

Local
Advertiser

Overseas
Advertiser

Supply is
standard-rated

Supply is zerorated under
S21(3)(j)

Overseas
Advertising Agency

Local Advertising
Agency

Supply is
standard-rated
No

Contract
specifies
recipient

Yes

Supply is
zero-rated
under
S21(3)(j)

Only local
advertiser

Overseas
advertiser

Overseas &
local
advertisers

Supply is
standardrated

Supply is
zero-rated
under
S21(3)(j)

Supply value
to apportion
into standard
rated & zerorated
supplies

4.5

A media agency may provide its client with some media buying advice or
media planning services as part of the value-add to its media sales. It does
not charge its client for these services that are ancillary to the principal
supply of media sale. The cost of these media planning services has been
factored into the price for media sales. In this case, the supply is principally
media sales and the GST treatment will follow that of the media sales.

Creative and Production Sales

5.1

In this section, the GST treatment of creative and production sales will be
discussed. It will apply to the creative advertising agency and full range
advertising agency.

5.2

Creative and Production sale is a sale of creative ideas and advertising
artworks provided by the advertising agencies. The creative and production
sale (concept development, art direction, design, copywriting, etc.) is
11

generally charged based on certain rates. In addition, a standard fee may be
levied on all third party costs (photography, directors and artists, printing and
filming, etc.). The service is fully performed when the idea is conceptualised,
artworks created and accepted.
5.3

The creative and production stage results in the advertisement concepts and
artworks being developed but does not result in the actual delivery of the
advertisement to the public.

5.4

GST treatment for creative and production sales

5.4.1

The supply of creative and production sales is a supply of service with no
direct connection with the subject matter of the advertisement (i.e. whether it
is an advertisement for a particular land or goods or service). Neither does it
have a direct nexus with the media or circulation of the advertisement.

5.4.2

The advertiser usually contracts for this service, uses the artworks and
controls the usage. Thus, he is the person who directly benefits from the
supply.

5.4.3

5.4.4

5.4.5

Client is a local advertiser
If the supply of creative and production sales is made to a local advertiser,
the full value of this supply which includes billing for production costs
incurred in or outside Singapore, third party costs (recovered at cost or at
mark-up) and the supplier’s own fees, has to be standard-rated.
Client is an overseas advertiser
If the supply is made to an overseas advertiser, it can qualify for zero-rating
under section 21(3)(j) as the overseas advertiser contracts for and is the
immediate recipient and direct beneficiary of the service. The supplier need
not look beyond its contractual client (i.e. the advertiser) in deciding whether
to zero-rate its creative and production service. It also need not be
concerned with the advertised subject matter (i.e. whether the advertisement
is in respect of land or goods situated in or outside Singapore).
Client is another advertising agency
If an advertising agency (say B) has outsourced certain aspects of creative
work to the supplier (say A) so that he can incorporate it when he renders
creative and production services to his advertiser client, there are two
separate supplies involved. Both A and B are principals of the supplies.
Advertising
agency A

5.4.6

A part of
work

Advertising
agency B

Whole work

Advertiser

For the supply from A to B, B is the immediate recipient of the service. This
service is first received by B and enables B to make another supply of
creative works to B’s advertiser client. A will standard-rate or zero-rate his
supply depending on whether B is a local or overseas advertising agency. If
B is a local person, A has to standard-rate his supply. If B is an overseas
advertising agency, A can zero-rate the supply under section 21(3)(j).
12

5.4.7

Similarly, when B bills his advertiser client for the entire package of service,
he will standard-rate or zero-rate his supply depending on whether his
advertiser client is a local or overseas person.

5.5

A summary of the GST treatment for creative and production sales is shown
below:

Creative and Production Sales

Contract with
local client

Contract with
overseas client
The overseas client is the
immediate recipient directly
benefiting from the service

Supply is
standard-rated

6.1

6.2

6.3

Supply is zero-rated
under S 21(3)(j)

Brand PR and Events Organising
GST treatment of Brand PR
In undertaking an advertising campaign, an advertising agency can be
involved in Brand PR. The works involve PR consultation, managing
reputation and relationships with targeted audiences, planning and
preparation for media release, planning of activities, scheduling, etc.
If the supply of Brand PR is made to a local person, the supplier has to
standard-rate its fee. The supply can be zero-rated under section 21(3)(j) if it
is made to an overseas person who is the immediate recipient directly
benefiting from the service.
GST treatment for Events Organising
The advertising agency can also be involved in organising exhibitions or
conventions for promotional campaigns. These events can be held in
Singapore or outside Singapore. If the advertising agency is organising such
events, it can zero-rate its supply of exhibition or convention services:
(i) under section 21(3)(i) if the exhibition or convention events are held
outside Singapore (regardless of whether the client is a local or overseas
person); or

(ii) under section 21(k) for exhibition or convention events held in
Singapore, if the supply is contractually made to and directly benefits a
person wholly in his business capacity and who in that capacity belongs
outside Singapore.
6.4

If the supply is made to a local person or to an overseas individual (not in his
business capacity), and the exhibition or convention is held in Singapore, the
supplier has to standard-rate its supply. That is, GST at the prevailing rate
has to be charged and accounted for on the service fees and recovery of all
costs (i.e. internal costs and third party costs) with or without mark-up when
billed to the client.

6.5

A summary of the GST treatment for brand PR and event organising is
shown in the diagram below:

Brand PR and Event Organising

Event
Organising

Brand PR

Exhibition/Convention
held in Singapore
Local
Client

Overseas
Client

Local
Client

Exhibition/Convention
held outside
Singapore

Overseas
Client
Contracted
& benefited
in business
capactiy

Supply is
standardrated

Supply is zerorated under
S21(3)(j)

Supply is
standardrated

Supply is zerorated under
S21(3)(k)

Supply is
zero-rated
under
S21(3)(i)

A summary of the GST treatment on various advertising services and
common business scenarios can be found at Annexes B and C.

Contact Information
For enquiries on this e-Tax Guide, please contact:
Goods & Services Tax Division
Inland Revenue Authority of Singapore
55 Newton Road
Singapore 307987
Tel: 1800 356 8633
Fax: (+65) 6351 3553
Email: gst@iras.gov.sg

Annex A – Extract of Section 21(3)(i), (j), (k) and (u) of GST Act
Section 21(3)
- A supply of services shall be treated as a supply of international services where
the services or the supply are for the time being of any of the following
descriptions:
(i) services of any of the following descriptions which are performed wholly outside
Singapore:
i) cultural, artistic, sporting, educational or entertainment services;
ii) exhibition or convention services; or
iii) services ancillary to, including that of organising the performance outside
Singapore of the services referred to in sub-paragraphs (i) and (ii);
(j) subject to subsections (4B) and (4C), services supplied —
i) under a contract with a person who belongs in a country outside Singapore;
and
ii) which directly benefit a person who belongs in a country other than Singapore
and who is outside Singapore at the time the services are performed;
(k) prescribed services8 supplied —
i) under a contract with a person wholly in his business capacity (and not in his
private or personal capacity) and who in that capacity belongs in a country
outside Singapore; and
ii) which directly benefit a person wholly in his business capacity (and not in his
private or personal capacity) and who in that capacity belongs in a country
other than Singapore;
(u) subject to subsection (4D), services comprising either of or both —
i) the supply of a right to promulgate an advertisement by means of any medium
of communication; and
ii) the promulgation of an advertisement by means of any medium of
communication,
where the Comptroller is satisfied that the advertisement is intended to be
substantially promulgated outside Singapore;
Section 21(4B)
- The services referred to in subsection (3)(e), (f), (g) and (j) shall not include any
services comprising either of or both —
a) the supply of a right to promulgate an advertisement by means of any medium
of communication; and
b) the promulgation of an advertisement by means of any medium of
communication.
Section 21(4C)
- The services referred to in subsection (3)(j) shall not include any services which
are supplied directly in connection with —
a) land or any improvement thereto situated inside Singapore; or
8

The prescribed services found in Second Schedule to the GST (International Services) Order
include exhibition or convention services.

b) goods situated inside Singapore at the time the services are performed, other
than goods referred to in subsection (3)(g).
Section 21(4D)
- The services referred to in subsection (3)(u) shall not include any services
comprising only of the promulgation of an advertisement by means of the
transmission, emission or reception of signs, signals, writing, images, sounds or
intelligence by any nature of wire, radio, optical or other electro-magnetic systems
whether or not such signs, signals, writing, images, sounds or intelligence have
been subjected to rearrangement, computation or other processes by any means
in
the
course
of
their
transmission,
emission
or
reception

Annex B – Summary of GST treatment for various advertising services
Advertising Services Supplied To The Advertiser Client
Advertiser Client is:
Forms of Advertising Services

Situations
Local Advertiser

Overseas Advertiser

Local Circulation

Standard-rated Supply

Overseas Circulation

Zero-rated Supply

 At least 51% circulated outside
Singapore

Zero-rated Supply

 Less than 51% circulated
outside Singapore

Standard-rated Supply

2) Media Planning

Standard-rated Supply

Zero-rated Supply

3) Creative & Production

Standard-rated Supply

Zero-rated Supply

4) Brand PR

Standard-rated Supply

Zero-rated Supply

Local Event

Standard-rated Supply

Zero-rated Supply (for businesses
only)

Overseas Event

Zero-rated Supply

1) Media Sales for
Advertisements

5) Exhibition / Convention
Organising

Local + Overseas Circulation

Advertising Services Supplied To The Advertising Agency
Forms of Advertising Services

Media Sales for
Advertisements

Situations

Contract with Local Advertising
Agency

Contract with Overseas Advertising
Agency

Local Circulation

Standard-rated Supply

Overseas Circulation

Zero-rated Supply

 At least 51% circulated
outside Singapore

Zero-rated Supply

 Less than 51% circulated
outside Singapore

Standard-rated Supply

Local + Overseas Circulation

Media Planning

Standard-rated Supply

Zero-rated Supply
(if contract does not specify recipient;
or recipients specified in the contract
are not local persons or the supplier
does not deal with local advertiser)

Creative & Production

Standard-rated Supply

Zero-rated Supply

Brand PR

Standard-rated Supply

Zero-rated Supply (for the benefit of
overseas person)

Exhibition /
Convention Organising

Local Event

Standard-rated Supply

Zero-rated Supply (for businesses
only)

Overseas Event

Zero-rated Supply

Annex C – Common Business Scenarios
1

A Singapore media agency is engaged by QRS Asia Ltd, a regional office
in Hong Kong, under a global contract signed in Hong Kong, to provide
media planning and media buying services for advertisements placed in
magazines and TV media. The media planning service and media sales
for placement of advertisements are billed separately. Is GST chargeable
on the supply of services?

1.1

The supply of media planning services to QRS Asia Ltd can be zero-rated (i.e.
GST at 0%) as the service is provided contractually to and beneficially for a
person outside Singapore.

1.2

As to the media sales, if the publications and TV media are circulated in
Singapore only, the supply has to be standard-rated.

1.3

If the media is circulated in both Singapore and other overseas countries, the
entire value of media sales can be zero-rated if at least 51% of the circulation
of the same version of publications is circulated outside Singapore or the
advertisement is aired simultaneously in Singapore and overseas countries
via regional channel.

1.4

If the rule of 51% circulation outside Singapore is not satisfied, the entire
value of media sales has to be standard-rated. No apportionment is required.

A Singapore media agency is appointed by ABC Asia Pacific Pte Ltd (an
Asia Pacific HQ situated in Singapore) as the regional media agency to
provide media planning and media buying services for its group of
companies in the entire Asia Pacific region. The Singapore media
agency provides overall media planning for the Asia Pacific Region and
media buying for only advertisements circulated in Singapore. The
Singapore media agency in turn engages its overseas related media
agencies in the respective countries to conduct media planning (in
respect of their own countries) and media purchase for advertising in
the respective countries. Does the Singapore media agency have to
charge GST when it invoices ABC Asia Pacific Pte Ltd for the services?
Media Owner
Thailand

Media sale (2)
85% of $X

Media Agency
Thailand
Media planning (b) at 10% of $M
Media sale (2) at 95% of gross sale price $X

Media Owner
Singapore

Media sale (1)
85% of $Z

Media Agency
Singapore (You)

Overall media planning (a) at $M
– To standard-rate
Media sale (1) $Z
Media sale (2) $X
Media sale (3) $Y

ABC Asia
Pacific Pte
Ltd

Media planning (c) at 10% of $M
Media sale (3) at 95% of gross sale price $Y

Media Owner
Malaysia

Media sale (3)
85% of $Y

Overall media planning (a)
Media planning (b)
Media planning (c)
Media sale (1)
Media sale (2)
Media sale (3)

Media Agency
Malaysia
Planning for Asia Pacific Region at $M
Planning for Thailand market at 10% of $M
Planning for Malaysia market at 10% of $M
Sale of media space in Singapore media at $Z
Sale of media space in Thailand media at $X
Sale of media space in Malaysia media at $Y

2.1

The supply of overall media planning services (a) at $M to ABC Asia Pacific
Pte Ltd is subject to GST as the service is provided to a person belonging in
Singapore.

2.2

The sale of media space (1) for advertisements placed in Singapore media at
$Z is also subject to GST because the advertisement is circulated in
Singapore. However, the sale of media space for advertisements placed in
other countries [(2) & (3)] can be zero-rated (i.e. GST at 0%) as the
advertising media circulation are outside Singapore.

An advertising agency in Hong Kong has a contract with a Singapore
Client. A media agency in Singapore is engaged by the advertising
agency in Hong Kong to buy media space for Singapore circulation and
bill the Singapore Client directly. The media agency in Singapore will bill
the advertising agency in Hong Kong a service fee for arranging media
buying. Is GST chargeable on the service fee?
Advertising Agency Hong Kong
Contract for Media Planning and
Creative Works
Charges service fee for
arranging media buying

Media Agency Singapore

Bills for local media sales

Singapore Client

3.1

In this case, the media agency in Singapore is making 2 separate supplies:
1) a supply of media sale to the Singapore Client;
2) a supply of service to the advertising agency in Hong Kong for arranging
media buying.

3.2

For 1), GST is chargeable on the media sales to the Singapore client for
advertisements circulated in Singapore. For 2), the service fee billed to
advertising agency in Hong Kong is strictly a service for arranging media
buying. It is not a supply of media sale. Applying section 21(3)(j), as the
service is provided contractually to and beneficially for an advertising agency
outside Singapore, the supply can be zero-rated (i.e. GST at 0%).

A creative agency is appointed by XYZ Asia Pacific Pte Ltd (an AsiaPacific HQ situated in Singapore) as the sole agency to provide creative
works for all its advertising campaigns in the Asia Pacific region. Most
of the productions (e.g. outdoor filming) are carried outside Singapore.
Is GST chargeable on the creative and production costs?

4.1

The services are provided contractually to a company belonging in Singapore.
Creative works are not directly in connection with advertising media in
circulation. GST is therefore chargeable at prevailing rate on the creative and
production (including internal and third party) costs regardless of whether the
productions take place in or outside Singapore.

An advertising agency is awarded a contract by an overseas advertiser
to provide creative sales and media sales as a package. Can the entire
package be zero-rated?

5.1

Creative sales and media sales are two distinctive services capable of being
supplied independently of each other. The advertising agency is making two
types of supplies:
1) the designing works for the advertisements; and
2) sales of media space or airtime to promulgate the advertisement.
If the package is offered at one price, the agency has to determine the
respective value applicable to creative sales and media sales and apply the
GST treatment accordingly in the billings.

5.2

The GST treatment for the value attributable to creative sales depends on the
belonging status of the contracting party and beneficiary of the services. If the
contract is entered into with an overseas advertiser and the services benefit
the overseas advertiser, the value of creative sales can be zero-rated. If the
contract is entered into with a local advertiser, or if the services benefit a local
advertiser, the advertising agency has to standard-rate the supply.

5.3

As for the value attributable to media sales, the GST treatment is based on
the place of circulation. If the advertisement is circulated in Singapore, the
media sales value is standard-rated. If it is circulated overseas, it can be zerorated.

A website owner (media owner) provides media sales for web
advertising in the internet. His supplies of media sales include the
application of the necessary technology to create the banners, buttons,
graphic, pop-up or floating effects for the advertisements. Can the entire
media sales supply be zero-rated?

6.1

Media sales for web advertising involve the sales of ad products such as
banner ads, sidebar ads, pop-up and pop-under ads, floating ads, Unicast ads
etc. The production costs in applying necessary technology to create the
banners and effects are ancillary to the principal supplies of media sales.

6.2

The entire package of media sales for web advertisement can be zero-rated if
the advertisement is placed on a webpage or website (either a Singapore, an
overseas or general website) which allows access to both Singapore and
overseas viewers/browsers.

6.3

If the advertisement is placed on a webpage or website which allows access
only to Singapore viewers/browsers, the entire package of media sales for
web advertisement has to be standard-rated.

A publisher gives out free magazines to a selected group of readers.
Does he need to account for GST on the free magazines distributed
under controlled circulation?

7.1

Generally, GST has to be accounted on the open market value of the goods
given free if each gift costs more than $200 and input tax on these goods has
been allowed9. This rule applies if commercial copies (new/current issues) of
magazines are given away free to readers, educational institutes, or potential
clients.

7.2

However, if a media owner gives complimentary copies of the new/current
issue to an advertiser who placed an advertisement in the said issue, it would
not attract GST. If past issues of commercial copies have no commercial
value and are given free, no GST need to be accounted for on the gift.

7.3

Controlled circulation of magazines (not for sale) will not attract GST if this is
done to fulfil a contractual obligation with the advertisers, i.e. to circulate the
advertisements. The magazines must be given to a selected group of people
to whom the advertisers want to target their advertising efforts and the free
copies must constitute more than 95% of the same version of magazines.

A media owner receives sponsorship in the form of money from a sole
distributor. In exchange, the media owner gives him advertising space
or airtime to publicise his products in the media owner's newsletter or
TV programme. Does the media owner need to account for GST on the
sponsorship received?

8.1

If a person supplies something (i.e. any benefits) to a sponsor in return for his
sponsorship, he is making a taxable supply to him. Hence, the media owner
has to account for GST based on the open market value of the advertising
space or airtime given to the sponsor.

8.2

If the open market value for the taxable supply provided cannot be
determined, the money the media owner receives will be treated as GSTinclusive. GST has to be accounted for based on a tax fraction10 of the money.

Prior to 1 Oct 2012, gifts of goods that form a series of gifts (i.e. 3 or more gifts within 3 months)
made to the same person, or where the cost of the gift is more than $200, attract GST. The “series of
gifts” condition has since been removed.
10
Tax fraction is the fraction of prevailing GST rate / (100 + prevailing GST rate).

If a media owner receives sponsorship in the form of gifts of goods
instead, does he need to account for GST on the sponsorship received
in return for giving some benefits to the sponsor?

9.1

He has to account for GST based on the open market value of the benefits
given to the sponsor (e.g. providing publicity on sponsor’s products or making
facilities available to the sponsor). If he cannot determine the open market
value of the benefits given to the sponsor, he will have to account for GST
based on the open market value of the goods.

If the gifts sponsored are specifically for the participants of the TV
programme, does the media owner need to account for GST on the gifts
received?

10.1

The media owner does not have to account for GST on the gifts because they
are not given to him, but to the participants of the show.

Source Exif Data:

File Type                       : PDF
File Type Extension             : pdf
MIME Type                       : application/pdf
PDF Version                     : 1.5
Linearized                      : Yes
Create Date                     : 2014:11:07 15:02:03+08:00
Modify Date                     : 2014:11:12 10:00:09+08:00
Language                        : en-GB
Tagged PDF                      : Yes
XMP Toolkit                     : Adobe XMP Core 5.2-c001 63.139439, 2010/09/27-13:37:26
Metadata Date                   : 2014:11:12 10:00:09+08:00
Document ID                     : uuid:7ed73089-3b25-4075-a08b-99a5017aac5d
Instance ID                     : uuid:59aa2047-a94e-4d22-b868-c9a0289cdf71
Format                          : application/pdf
Page Count                      : 28

EXIF Metadata provided by EXIF.tools

Etaxguide GST Guide For Advertising Industry 2014 11 14

Navigation menu

Versions of this User Manual:

Views

Navigation