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2020 (5) TMI 335 - AT - Income TaxAdvertisement expenditure incurred on brand building u/s 37 - disallowance of expenditure for advertisement on sale promotion treating the same as expenditure for the future benefits and enduring in nature - HELD THAT:- As decided in own case [2019 (6) TMI 288 - ITAT DELHI] public memory is very short and, therefore, the companies have to incur advertisement expenditure year after year to keep products fresh in the minds of the public - such expenditure cannot partake the character of giving any enduring benefit. AO has grossly erred in treating such expenditure as intangible asset and on facts of the case, the findings of the Id. CIT(A) needs no interference. - Decided in favour of assessee.
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