Pay TV: find out how the new STF decision affects the advertising market

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The Brazilian Supreme Court (STF) has overturned, by a vote of 7 to 1, the veto previously provided for in the legislation concerning advertisements for Brazilians on pay-TV channels. This veto prevented the thailand mobile database of advertisements that were contracted by foreign agencies. As a result, the reservation for national agencies was diluted, resulting in changes in the pay-TV market .

The STF decision
Since June 2015, proceedings have been underway to judge the action of unconstitutionality of article 25 of law 12.485/2011 , related to the pay TV market. This article prohibited the broadcasting of advertisements contracted by international agencies to the Brazilian public.

More specifically, the article provided that programmers could not offer channels that contained advertising for services and products in Portuguese or with Portuguese subtitles, nor in any other way directed at the Brazilian public if they came from broadcasting contracted abroad, granting the right to offer this service only to national agencies.

Among the points analyzed were also: the obligation to accredit the channels' programming with Ancine (National Cinema Agency), the prohibition of transmission and production of content by the same company, time limits for advertisements, a ban on the control of content by foreigners and national production quotas on the channels, in addition to other issues.