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    Mandatory PSAs at the Movies?

    By Keith R | August 23, 2009

    Topics: Advertising/Promotion, Environmental Protection | No Comments »

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    The Governor of Brazil’s Federal District (DF) just signed a law that would require all the cinemas in the DF to exhibit “educative campaigns on the preservation, conservation, restoration and improvement of the environment” before showing films.

    The campaigns are to be produced and supplied by the DF’s agencies responsible for the preservation, conservation, restoration and improvement of environment.  Although the Law does not specify, the primary entity this refers to is the Secretariat for Urban Development and the Environment (SEDUMA).

    Alternatively, cinemas can accept campaigns produced and distributed by federal agencies related to environmental issues.  [The Law does not specify, but these include the Environment Ministry (MMA), IBAMA, and the National Water Agency (ANA), among others.]

    Should environmental public service ads (PSAs) be mandatory in cinemas elsewhere?  Some Brazilian lawmakers even have proposed mandating air time for environmental messages on radio and television as well.

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