Brazilian Advertising Market Embraces Technology Companies as Media Companies

Historically, companies like Facebook and Google defined themselves as technology companies

NELSON DE SÁ
São Paulo

Brazil's Executive Board of the Standard Rules (CENP) approved on Tuesday (16) a resolution that recognizes media companies as any entity that receives revenues from advertising.

The classification by the agency, which establishes the commercial rules of the advertising market among advertisers, agencies and companies, now covers on the internet, the categories of search, social, video, audio, display and others. That is, it includes Google, Facebook, Instagram, and YouTube platforms.

Historically, Facebook and Google define themselves as technology companies, not media, which would exempt them, for example, from responsibility for the content that users post. Three months ago, the European Parliament approved a directive making the platforms responsible for the content, in case of infringement of copyright.

FILE PHOTO: The logo of Google. REUTERS/Charles Platiau/File Photo - REUTERS

The resolution approved by the CENP High Council justifies that it was "indispensable to identify vehicles arising as a result of technological development." And that does it "in compliance with the provisions of article 4 of Law 4.680 / 65".

The article states that "for this law, any means of visual or auditory communication capable of transmitting advertising messages to the public, provided that they are recognized by class entities and organs," as "propaganda associations".

The resolution finally informs that "whenever questioned by an administrative or judicial authority, CENP will use the list of means and categories, regarding the recognition of the types of vehicles available to advertising agencies contracted by private and public advertisers.

Translated by Kiratiana Freelon

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