Entity had left the self-regulation body in July 2019; return allows the IAB to nominate members to the Council again
Cenp announced the reintegration of IAB Brasil into the group of entities that support the Forum for Self-Regulation in Publicity, along with ten other entities that represent the pillars of the industry. IAB Brasil had left Cenp in July 2019, after the Council announced the approval of a series of additions to its rules, among which was the recognition of new media as vehicles.
As a result, five Internet categories (search, social, video, audio and display and others) were considered vehicles in a list that already included cinema, newspapers, magazines, open and pay television, radio and outdoor media.
At the time, in a letter sent by the then president Ana Moiss, the IAB presented reservations regarding the update of the body’s recommendations. Any positioning representing a single and supposedly homogeneous vision does not sum up, in our view, online advertising. We are concerned that important decisions with an impact on digital advertising are being discussed with limited participation in this market, said an excerpt from the communication.
But now, with this return formalized, IAB Brasil will be able to indicate the members of the entity that will participate in the Superior Council of the entity, Committees and Working Groups, as well as the definition of guidelines of common interest that will start in early 2023.
President of Cenp, Luiz Lara says that the return of the IAB is a movement that is in synergy with the current configuration of the sector. The return of the IAB is a milestone and an achievement for Novo Cenp. If we are, in the truest sense of the word, a center for discussions on the future of advertising, we have to rely on digital links, which are fundamental for brands and consumers”, he said.
The changes in the status of the ‘new Cenp’, which also started to focus on the representativeness of all the pillars of the advertising market, were considered essential to guarantee the return of the IAB entity.
The return to the center of discussions is a reflection of the work carried out by the new management to change its governance and structure. Now we have 25% (eight of the 32 seats) of the participation in the Council and we will put the relevant guidelines for digital, said Cris Camargo, executive president of the IAB.
(Crdito: Benjamin Child on Unsplash)
