SÃO PAULO, November 9, 2010*
the Bylaws of the Executive Board of the Standard Norms, on article 5, which addresses the social objectives, establishing that CENP, as a means for monitoring advertising activity, will ensure "at the request of and by full adherence to the Standard-Norms for Advertising Activity, the technical and functional status of advertising agencies that work in creative and productive work as well as in mediating the advertisement placement, "following the terms of art. 3 of Law No. 4680 of June 18, 1965;
for market reasons, over the years, agencies were forced to change their operating structures having to add new functional activities especially due to the continuous technological improvement of the media and of new means to publicize advertisement campaigns;
concomitant changes occurred in the communication strategies of advertisers as a consequence of human evolution, especially due to the democratization of access to the media, through the accelerated urbanization process and behavioral changes resulting from all this;
these changes have, in its pursuit for efficiency, determined the emergence of Specialized Agencies on new ways of communication such as promotion and direct marketing, which will not take away, however, creative and productive work and paramount studies to the distribution of advertisement of such activities, to the traditional and media and the so-called new media;
Specialized Agencies have sought agreement with CENP in order to acquire its recognition through the unconditional adherence to the Standard-Norms and the respect towards competitive ethics which they must keep with traditional Agencies, in relationships with advertiser-clients which commission them;
due to the new market reality and the need to expand CENP’s inspection scope, in search of good business practices in advertising, the Board of CENP:
Single Paragraph - The guarantee of that treated in the latter will ensure to the Specialized Agency the perception in accordance with the Standard Norms, of the "standard agency discount" in the distribution, in order and care of your client-advertiser, of advertisement in the Media, where and exclusively related to the activity in which it is specialized;
*1st text approved on 19/September/2006.
Note: The following text was freely translated into English and is valid for all legal purposes the original version in Portuguese.