You are the financial controller of Omega, a listed company which prepares consolidated financial statements in accordance with International Financial Reporting Standards $($IFRS$).$ The year$-$end of Omega is $31$ March $2023$ and its functional currency is the rand. Your managing director, who is not an accountant, has recently prepared a list of questions for you concerning current issues relevant to Omega:

You will be aware that we intend to open a new retail store in a new location in the next few weeks.

As you know, we have spent a substantial sum on a series of television advertisements to promote this new store.

We paid for advertisements costing R$800,000$ before $31$ March $2023.$

R$700,000$ of this sum relates to advertisements shown before $31$ March $2023$ and R$100,000$ to advertisements shown in April $2022.$

Since $31$ March $2023,$ we have paid for further advertisements costing R$400,000.$ I was chatting to a colleague over lunch and she told me she thought all these costs should be written off as expenses in the year to $31$ March $2023.$

I don$$t want a charge of R$12$ million against my $2023$ profits! Surely these costs can be carried forward as intangible assets? After all, our market research indicates that this new store is likely to be highly successful.

Please explain and justify the treatment of these costs of R$12$ million in the financial statements for the year ended $31$ March $2023.$