INS advises newspapers to levy 15 per cent ad surcharge from August 1

NEW DELHI: India’s newspaper industry is looking to pass on part of the mounting cost burden to advertisers. The Indian Newspaper Society (INS) has advised its member publications to levy a 15 per cent surcharge on advertisements from 1 August 2026, citing a sharp rise in newsprint prices and other operating costs.

The recommendation was approved at the 665th Executive Committee meeting of the society, held in Mumbai on 17 July, where members expressed concern over the continued escalation in the cost of both indigenous and imported newsprint, along with increases in other production inputs.

In an advisory issued on 22 July, the INS said publishers were facing severe economic pressure as input costs continued to climb, prompting the executive committee to recommend a uniform surcharge across member publications.

The industry body has also urged publishers implementing the surcharge to notify advertising agencies in advance. According to the advisory, the absence of formal communication could create billing issues for agencies, particularly when raising invoices that include the additional charge.

The INS said timely written communication would help agencies bill clients accurately and maintain smooth working relationships between publishers and media buying firms.

The society has requested all member publications across the country to adopt the surcharge uniformly from the beginning of August. A copy of the advisory has also been shared with accredited advertising agencies.

The move comes as print publishers continue to grapple with higher raw material and operational costs, with newsprint prices remaining under pressure despite broader signs of easing inflation in some commodity markets. A coordinated surcharge would provide publishers with an additional revenue buffer while allowing advertising transactions to continue with greater clarity for agencies and clients alike.