Taxman Disallows AMP Deductions Sought by MNCs Says ad money spent not for India business uses hitherto unused provision of I-T Act The income-tax department has started issuing notices to several multinational consumer firms, disallowing deductions on expenses of advertising, marketing and sales promotion under a hitherto unused provision of the Income Tax Act. Notices have been issued to consumer companies such as Hindustan Unilever, P&G, LāOreal, LG and Maruti Suzuki. Industry experts peg the total demand raised by the tax department on this count at about Rs.10,000 crore. As AMP (advertising, marketing and promotional) expenses is a cost head, disallowing the deduction would inflate pre-tax accounting profits, translating into increased tax outgo for a company if tax claims are upheld. The government claims that these expenses are not relevant for the India business and are mostly related to overseas brand building. Hence, they are sought to be disallowed under Section 37 of...