A resolution endorsed by the Standard Board Executive Board, which brings together media outlets, advertising agencies, and advertisers, now considers social networks – Facebook, YouTube, and Google – as communication vehicles.
According to the entity, the measure aims to regulate the advertising market and prevent the disclosure of fake news and post apology to crimes. Another complaint is that advertising revenue from these platforms does not follow the same pattern as other media outlets in the country because they define themselves as technology companies. We recently reported that Facebook users complained about a decreased reach of content to promote ads.
If approved by Justice, companies would have full responsibility for the content posted by their users. Experts warn, however, to the following factor: if the measure is approved, companies would no longer be protected by the Internet Civil Registry and may be required to track and delete all posts that are against the standards that apply to other vehicles of communication. In practice, the author of the post and the platform where the message was posted would be held liable if there is a crime.
The resolution, available on the website of the entity, also says that they are considered as vehicles of communication “any and every individual legal entity that has received revenues from its ability to transmit advertising messages, among which should be considered the the following media / general categories: cinema, internet (search, social networks, video, audio, display and others), newspaper, magazine, pay-TV, OOH / outdoor media, radio and television.
It is important because it helps the economic agents in the market – advertising agencies, media outlets, and advertisers – to easily recognize that these companies are vehicles of communication and therefore should (in theory at least) to the Legislation ”
Caio Barsotti, representative of the Executive Board of Standard Norms, in an interview with TV Record.