Aiming to regulate the Brazilian digital media industry and adapt it to the rules already adopted by the offline media market, the Standard Norms Executive Council (CENP) has proposed a new attachment to its Standard Norms for Advertising Activities, better known as "Attachment D".
CENP has been discussing an Attachment D to its Standard Norms since 2017. The main goal of this proposal is to promote a digital advertisement model in Brazil based on ethics and transparency, similar to the rules traditionally imposed on offline media companies, advertisers and advertising agencies. By increasing the transparency in the digital media industry, the expectation is to reduce fraud and misuses, as well as enhance the credibility of digital media companies.
Moreover, in October 2017, CENP created the Digital Technical Committee (CTD) to discuss the new rules set by the Attachment D, as well as the improvement of its wording and the definition of an implementation strategy.
If the Attachment D is enacted, advertising agencies,...