Following the entry into force of the Sign Law, agencies engaged in providing printed advertising services estimate that the cost of billboards will increase by 30% due to the new tax payments to be made to the municipalities.
According to the Assembly, the purpose of the Law is to establish the legal framework to regulate the advertising and propaganda carried out by means of signs located in the municipalities of the country, based on urban, suburban and rural planning and development, as well as technological advances.
Because more than half of consumers born between 1996 and 2012, known as "Generation Z" or "Centennials", are immune to traditional advertising and television, brands and companies should focus on communicating with this group through digital channels, such as social networks and influencers.
Positioning a brand, product or service is currently a challenge for advertising agencies and companies, as they must overcome the challenge of communicating effectively with younger consumers.
Reduction in advertising and marketing budgets in companies and an increase in the preference for investment in television campaigns are part of the changes that are being reported in the context of the new commercial reality.
Radical changes in the ways people relate to each other, new consumer habits and the home confinement decreed by the pandemic have led to a transformation in the advertising sector.
The Superintendence of Tax Administration of Guatemala tenders the service of advertising guidelines in alternative media, such as billboards and mupis.
The Municipality of San José is putting out to tender the supply, installation and maintenance of bus stops, advertising panels and rubbish bins, and commercial exploitation of advertising space for 10 years.
Costa Rica Government Purchase 2015LN-000030-05101:
An announcement has been made that the Legislature will resume discussion of approving the Signs Act, which aims to charge an annual tax on advertisingsigns installed on streets and roads.
As yet no date has been announced for the return to the discussion of the rules, but consultation is already taking place with the 153 municipalities of the country. The tax proposed, for each sign, varies depending on the size, type of structure and placement.
A new commission set up by the Ministry of Health will regulate advertising of tobacco and alcohol and will look at increasing taxes.
The National Commission for the Prevention of Chronic Noncommunicable Diseases and Cancer, established by the Ministry of Health and Welfare will be responsible for the regulation of advertising of snuff and alcohol and also promote the consumption of healthy foods.
A bill intends to impose a tax in dollars on advertising of commercial enterprises in public spaces.
"According to the bill, natural or legal persons must have an installation or renovation permit from City Hall. Once obtained, they will have thirty days to place the sign, otherwise they will need to reapply." reported Laprensa.com.ni.
It also proposes that mobile advertising on garbage cans, stops and benches, will incur taxes.
The width, height and distance required between each fence and between commercial and street furniture are some of the aspects which the regulation will cover.
"Mayor Roxana Mendez presented to the Municipal Council of Panama a project to regulate the placement of outdoor advertising", reported Prensa.com.
The National Lottery of Panama is putting out to tender a contract for professional services specializing in advertising for specific campaigns.
The contract includes the procurement of professional Advertising services in specific campaigns such as the Extraordinary Sweepstakes, "Gorditos del Zodiaco", Institutional Mission Statements or Vignettes, Creating Artwork for Press, Highway Billboards, Print Media, Radio, Television, Production TV, Radio Monitoring Services, Sweepstakes Official Lists, Broadcasters transmitting the Sweepstakes, promotional items and flyers, for a period of twenty four months (24) from the order to proceed, which will be awarded provided that the contract has been endorsed by the Controller General of the Republic.
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