- On the last day of sessions of the ordinary period, the CDMX Congress approved the rule that will enter into force the day after it is published.
- It prohibits sexist content in advertisements and in 12 months all billboards must be removed from rooftops.
- The opinion proposes the creation of a Registry of Publicists before the Secretary of Urban Development.
The Congress of Mexico City approved this Tuesday, May 31, in the last session of the ordinary period, the new Outdoor Advertising Law.
The law determines, among other issues, removal of rooftop billboards, whether they are installed irregularly, or not.
In addition, it determines that the capital Congress will have an opinion for the determination of advertising brokers and creates a Registry of Advertisers before the Secretary of Urban Development.
On the other hand, it establishes that advertising whose content violates the dignity of people will be prohibited in the CDMX, violate human rights or spread sexist messages, with misogynistic language or incite any kind of violence.
What does the new Outdoor Advertising Law of Mexico City say?
In relation to the removal of billboards, the law establishes that there will be a period of one year for agencies and brands to carry it out.
In this sense, there will be intermediate terms: in the first six months, at least 20% of the billboards must be removed, in the following three months, another 40% and in the final three months, the remaining 40% of the advertisements of the rooftops.
Bearing in mind that some NGOs such as the Foundation for the Rescue and Recovery of the Urban Landscape calculates that in the capital of Mexico there are about 8,000 rooftop billboards (half of which are irregular), at least 20 structures should be removed daily to comply with the deadlines.
Regarding the formation of the Registry of Publicists, the new law says that only people who are registered there will be able to process licenses, authorizations, PATR and permits.
In addition, in order to be part of the registry (which, by the way, must be updated every quarter) people must present to the Secretary of Urban Development the documentation that proves their interest and, in that case, the personality of the promoter and address. legal.
On the other hand, the law defines sexist advertising as content that directly or indirectly “induces, encourages or disseminates facts, actions and symbols that are degrading or pejorative towards women.”
In addition, those advertisements whose content attributes or associates “degrading characteristics of exclusion, submission, racism, mockery, animosity or that present women in a humiliating or discriminatory way, as well as using their body, or part of it”.
The law, which had been sent to Congress by the Head of Government, Claudia Sheinbaum, was approved by 48 votes in favor and 11 against.
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