Entity wants to stimulate new discussions to address points it considers negative for digital advertising
After the rejection of the urgent request for the vote on Bill 2630, known as the Fake News PL, the IAB wants to stimulate new discussions and conversations to address points it considers negative for digital advertising.
“We think it’s good because we believe there are opportunities for improvement”, said Cris Camargo, president of the entity, in relation to the result of yesterday’s vote, when the request for urgency was defeated by not reaching the 257 votes needed – the score was 249 to 207. Now, for the text to return to the plenary of the House, there has to be a new request for urgency or wait for analysis by a Special Commission that has not yet been created.
The professional explains that the entity is not against a project “that helps society in the fight against misinformation”, but the impact on the communication industry. “Our point is that the development of digital advertising cannot be compromised with a project that fights disinformation. And today it is, that’s why we are insisting so much”.
The expectation is that, based on new debates and conversations, deputies will change points that companies consider essential so that the market does not suffer from a project initially created to curb disinformation campaigns on platforms, applications and social networks.
The entity’s concern is with three articles, 18, 20 and 21, which can bureaucratize media processes. The first, 18, deals with the sharing of ‘profiling’ by platforms, as a way of determining the strategies for reaching the profiles; the second, the need to send valid identification documents of a responsible individual; and the third, the requirement that both buyers and sellers of media with more than 10 million users have companies incorporated in Brazil.
According to the executive, the approval of the PL with these articles in the current form could create from problems and expenses with information security and competitiveness issues to situations that make it difficult for innovative solutions and services to enter the country, in case they are not registered here. .
“Now, we will be able to address these three points calmly and show the importance of thinking in the long term, in the sustainability of the chain, because this is the biggest concern we have, sustainability and development”, he concludes.
Change in article 7
Last week, a new text was presented with a change in article 7. In the previous material, the “combination of the processing of personal data of the essential services of the providers with those of services provided by third parties, when they have the exclusive objective direct and indirect exploitation in the market in which it operates or other markets”.
With the change, the sharing of personal data may take place, however, in accordance with the General Law for the Protection of Personal Data (LGPD).
