Platforms release a statement that they consider a threat to digital advertising that moved BRL 23 billion in 2020, according to IAB
The Bill of Freedom, Responsibility and Transparency on the Internet PL 2630/2020), under discussion since 2020 in Congress, is considered a threat by digital platforms such as Google, Facebook, Instagram, Twitter, Mercado Livre and Instagram, which manifest through joint statement what they define as an “unprecedented threat to digital advertising.” The investment in 2020, according to the IAB, was R$ 23 billion in Brazil.
The document makes it clear that in addition to the sectoral issue in advertising, the approval of the PL, in the way it is being put, is a risk to economic stability.
See the full document:
“No one wants fake news to spread on social media. How
technology platforms, we continually invest in resources and actions
concrete and transparent ways to combat disinformation and we are
committed to debating with society how we can face this
challenge together.
We recognize the efforts of the National Congress in formulating a
proposed law that offers society efficient means of dealing with the
problem, but, as it stands today, Bill 2630/2020 deals with
little of the fight against disinformation. In fact, the text, which became known as the Fake News PL, came to represent a potential threat to the free, democratic and open Internet that we know today and that transforms the lives of Brazilians every day.
If made into law, the text that is to be voted on in the Chamber of Deputies will restrict people’s access to diverse and plural sources of information; discourage platforms from taking steps to maintain a healthy online environment; and negatively impact the millions of small and medium businesses looking to connect with their consumers through advertising and digital services.
The project determines, in a generic way, that the platforms remunerate the press vehicles that publish news on the networks. As it stands, the proposal leaves open how this would work in practice – for example, what are the criteria for defining what media vehicles are eligible to receive for news published on the platforms. The PL also does not recognize the efforts of partnerships that the platforms have established over the years with media outlets in Brazil. This can end up favoring only the large, traditional media outlets, harming local and independent journalism, and limiting people’s access to diverse sources of information. Journalism Associations and
press professionals signed a manifesto in 2021 calling attention to the negative effects and calling for the article to be removed from the text
of the project, which until now has not happened.
PL 2630/2020 is no longer
about fighting fake news
Online content moderation is a task that requires platforms to take swift action in the face of new threats. Therefore, we need flexibility to be able to take action to remove harmful content.
The text, however, brings severe requirements in case the platforms take any action that is later questioned and reversed. Fears of a flood of lawsuits will lead platforms to act less in moderating content, leaving the online environment more unprotected from hate speech and misinformation. It totally goes
contrary to society’s demands for the preservation of a healthy, reliable public debate on equal terms.
To top it off, millions of small and medium businesses, such as the bakery or the neighborhood pizzeria, will no longer be able to advertise their products efficiently and at low cost on the Internet. One of the articles in the text prevents the responsible and balanced use of personal data – in compliance with the General Data Protection Law (LGPD), enacted after extensive debate by society – for the efficient delivery of advertisements and services that are crucial for micro and small businesses and for the entire Brazilian economy. Lastly,
By establishing rules that would apply only to digital platforms, PL 2630 puts an end to the democratization of advertising that was made possible by the internet and privileges some media groups.
The debate on the potential negative consequences of PL 2630/2020 is important and challenging. Therefore, we ask that these concerns be taken into account before the vote. As we have been doing since the PL was presented in 2020, we will continue to work closely with Brazilian parliamentarians in favor of a proposal that benefits the Brazilian economy, the free and open internet and, above all, everyone who uses digital means to undertake, if express, inform and consume”.
