Pieces were published in Folha de S.Paulo, Estadão and O Globo.
Facebook has started an advertising campaign in Brazil in print and online media regarding the PL risks of Fake News for small businesses that use online advertising. In the pieces, published in newspapers such as Folha de S.Paulo, Estadão and O Globo, the platform states that the PL should fight fake news, “not the cafeteria in your neighborhood”.
The initiative represents yet another movement of the market against the bill, which should be voted on in the coming weeks in the Chamber of Deputies. Last week, Google, Meta, Twitter and Mercado Livre released a statement in which they claim that the bill represents a “threat to digital advertising”.
They also say that 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 companies and for the entire Brazilian economy”, they add.
Other market players have also expressed concern about the potential approval of the project. In an interview with Propmark, Cris Camargo, CEO of IAB Brasil, said that the project poses risks to the stability of the Brazilian economy, the communication industry and the sustainability of micro and small companies that depend on targeted ads to leverage their businesses.
