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Argentinean audio-visual media bill curtails adspend
BRUSSELS, BELGIUM: The World Federation of Advertisers (WFA) is urging its members to support the Argentineans in their efforts to ensure the new Congress members, coming into power on 10 December 2009, revoke a proposed audio-visual media bill.
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.
