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With the recent election of Donald Trump, the media and advertising sector in the United States is preparing for a period of great change and challenges. During his first term, Trump maintained a troubled relationship with the press and adopted a critical stance towards large digital platforms, such as Twitter and Facebook, especially with regard to content moderation. Now, in his second term, Trump is expected to intensify these actions, seeking greater regulation and control over the technology sector and social networks, which could have a direct impact on advertising strategies and the way brands communicate with consumers. the public. A Digiday analysis highlights some changes or points of attention that may occur:
- Regulation of Digital Platforms: Trump could seek greater control over social networks and digital platforms. Section 230, which protects technology companies from being held liable for content posted by users, was a target of Trump in his first term. He tried to repeal it, and a second re-election attempt could renew that focus. For advertising, this would pose a challenge as platforms would have to review their moderation policies, directly impacting the content reach and marketing strategies of many companies.
- Impact on Advertising Agencies: Agencies would have to adapt to a more regulated and possibly more volatile environment. Trump’s stance could trigger greater uncertainty, especially for companies that rely heavily on social media traffic and digital advertising. This situation would lead agencies to rethink their approach and rely less on platforms that could be affected by political changes.
- Polarization in Advertising and Media: Trump has further polarized the American public, and this division is likely to continue to influence advertising. Brands will need to consider their positioning in relation to Trump and his administration, taking care to avoid controversies that could alienate parts of their audience. This polarization also affects the media in terms of where to invest and how to communicate with a divided audience.
- Challenges for the Media Sector: The article suggests that independent media outlets could face more pressure under a second Trump term. The former president’s constant criticism of the mainstream press and efforts to undermine its credibility create a hostile environment for the news industry, potentially impacting the way media companies work and seek resources, including advertising.
- Uncertainties for Advertising Investments: Trump could create an environment of uncertainty for international companies investing in advertising in the US. The possibility of economic protection policies and trade conflicts can influence the investment scenario, affecting the advertising budget of foreign brands and platforms that operate on a global scale.
