Argentinean audio-visual media bill curtails adspend

WFA, having been in touch with Philip Perez, the DG of the national association in Argentina (CAA), indicates that there a number of provisions, which are worrying for the Argentinean industry. There are four main issues for advertisers:

• Obligation to use an intermediary when buying ad space
  
• Obligation to use only nationally produced ads
  
• No tax deductibility for any ad spend on TV channels which does not air at least 60% of programs produced nationally
  
• Discriminatory restrictions in terms of total ad minutes: free-to-air TV channels (12 min max/hour) However, they cannot broadcast outside of province or city for which they have received a license and, when carried by cable, cannot include any advertising. Cable channels (6 min max/hour).

CAA informed WFA that the new Congress members indicated that they intend to overturn this law and promote a new one. CAA has already met with them and together, they have eliminated all clauses on advertising. Email to support his efforts.