https://www.taxtmi.com/caselaws?id=785129 Application of the Bright Line Test to benchmark advertising, marketing and promotion (AMP) expenses in transfer pricing was held inappropriate; adjustments computed on that basis were set aside and the taxpayer's appeal against the AMP-related adjustment was allowed. The Bright Line Test was rejected as a sustainable benchmarking methodology for AMP costs, leading to deletion of the addition to taxable income arising from the AMP adjustment. en-us Wed, 14 Jan 2026 00:00:00 +0530 Sat, 17 Jan 2026 08:45:30 +0530 TaxTMI RSS Generator https://www.taxtmi.com/caselaws?id=785129 Application of the Bright Line Test to benchmark advertising, marketing and promotion (AMP) expenses in transfer pricing was held inappropriate; adjustments computed on that basis were set aside and the taxpayer's appeal against the AMP-related adjustment was allowed. The Bright Line Test was rejected as a sustainable benchmarking methodology for AMP costs, leading to deletion of the addition to taxable income arising from the AMP adjustment. Case-Laws Income Tax Wed, 14 Jan 2026 00:00:00 +0530 https://www.taxtmi.com/caselaws?id=785129