MEXICO 2021 LEY DE TRANSPARENCIA / MEXICO 2021 MEDIA TRANSPARENCY LAW: #MediaSnack Ep. 203

Over the last few years, the advertising industry has been witnessing how media agencies were pushing new trading models to increase their revenue while advertisers raise their concerns about the lack of transparency within the digital media value chain. The ANA report increased tensions and the global industry has been looking for innovative ways of self-regulation.Latin America as a region, was far from the US or Europe. The two biggest markets had opposite realities: Brazil has legislation that prevents the operation of media agencies, allowing creative agencies to perpetuate an obsolete model that allows remuneration at standard commissions based on media investment and media rebates from media owners. On the other hand, Mexico saw the peak of new trading models pushed by media agencies. The rest of the region will follow between these two different realities.In April 2021, Mexico approved a 13 article Law that aims to eliminate and prosecute non-transparent media practices between advertisers, media owners and agencies. The Law has been approved by the senate and it is yet to be published in the official book to be effective.