The Government provides the first traces to use the advertising bonus to promote the new tax incentives on advertising costs: tax credit from 2018
With the corrective maneuver of the 2017 Stability Law (article 57-bis of the Law Decree no. 50/2017 converted into Law no. 96/2017) tax incentives for advertising investments.
The new decree determines that:
"Starting from 2018, to businesses, self-employed workers and non-commercial entities that invest in advertising campaigns in the daily and periodical press, including online, and on local, analogue or digital television and radio broadcasters, whose value exceeds by at least 1 per cent the analogous investments made in the same media in the previous year, a contribution is attributed, in the form of a tax credit, equal to 75 per cent of the incremental value of the investments made, raised to 90 percent in the case of micro-enterprises, small and medium-sized enterprises and innovative start-ups, within the overall maximum expenditure limit established pursuant to paragraph 3. The tax credit can only be used as compensation, pursuant to article 17 of the decree legislative 9 July 1997, n. 241, subject to direct application to the Information and Publishing Department of the Presidency of the Council of Ministers. By decree of the President of the Council of Ministers, on the proposal of the Minister of Economic Development, in agreement with the Minister of Economy and Finance, to be adopted pursuant to article 17 of law no. 400, in compliance with the European legislation on state aid, within one hundred and twenty days from the date of entry into force of the law converting this decree, the methods and criteria for implementing the provisions referred to in this paragraph are established, with particular regard to investments which give access to the benefit, the cases of exclusion, the procedures for granting and using the benefit, the required documentation, the carrying out of controls and the methods aimed at ensuring compliance with the spending limit referred to in paragraph 3. Any European obligations, as well as those relating to the National Register of State Aids, is provided by the Information and Publishing Department of the Presidency of the Council of Ministers. "
Amounts of the allocated credit
To its maximum extent, the tax credit will be equal to 75% of the incremental value of investments and will rise to 90% for micro-enterprises, SMEs and innovative Startups. In the event that the applications exceed the available resources, the tax credit paid will be lower than the request and will be distributed as a percentage among all eligible applicants. If the applications do not exhaust the financial resources, these will go to feed the ceiling for the following year.
In fact, the tax decree sets a resource ceiling equal to:
– 50 million for investments in the press (daily newspapers and periodicals, local and national) of which 20 million destined for the second half of 2017
– 12.5 million for radio and television broadcasters, including digital ones, with local broadcasting (only for advertising costs incurred in 2018).
The announcement is not yet officially but it will be possible to submit an application to the Revenue Agency, using a special telematic platform, within a specific time window (we are talking about March / April) and all the required documents will be submitted. For now, the Government has made available an e-mail, segreteriacapodie@governo.it, to which questions can be asked pending the official publication of the Call.
Official sources: Federation of Paper and Graphics, House of Representatives, Official Gazette
