Mexico: Adopted law promoting transparency in digital advertising

The Mexican Parliament adopts a decree that enacts a law on transparency in advertising, including digital advertising. The law introduces several obligations for the advertising agency and medium. Agencies shall not buy advertising space and resell it to advertisers (but only buy space ordered by the advertiser), not receive additional compensation from mediums and not provide services to advertisers and mediums at the same time. Furthermore, agencies shall only receive the agreed upon compensation from advertisers, pass on discounts from mediums to advertisers, report to the advertiser within a month of the broadcast, inform the advertiser of the financial relationship with the medium and inform the medium of the advertiser`s identity as soon as possible. Mediums must invoice advertisers directly (although the agency may pay the invoice) and comply with transparency obligations towards the advertisers regarding date, place, format, price and rates (including discounts) of the advertisement.