The Indian Outdoor Advertising Association (IOAA) has appealed to the finance minister Nirmala Sitharaman to reduce the GST (goods and services tax) rate on outdoor advertising.

The current GST rate on outdoor advertising is 18%. The IOAA considers this to be disproportionately high for the sector.

According to the appeal shared with the finance minister, the IOAA believes this impacts MSMEs and local businesses using the medium to advertise. It has urged the government to reduce the GST rate to 5%, emphasising the need to support small-budget campaigns and encourage urban development.

An IOAA spokesperson said, "Outdoor advertising is a vital channel for marketing, yet it remains under-prioritised, especially for small businesses. Reducing GST will make outdoor advertising more accessible and allow PPP (public private partnership) projects to continue providing crucial amenities like public toilets, street furniture, bus shelters, and signage—all of which benefit urban communities directly."