The newly elected president of the Fenapro (National Federation of Advertising Agencies), Ana Celina Bueno, expressed strong concerns regarding the taxation policies affecting big tech companies in Brazil. Bueno, who is the first woman to hold the position, stated that it is essential for various sectors to collaborate in order to elevate the discourse around tax regulation for these companies. She argues that the current taxation situation represents a significant disrespect to the Brazilian market and that a unified effort is necessary to ensure the topic receives adequate media attention and government consideration.

President Lula has previously mentioned the need to impose more taxes on 'American digital companies' but has not provided specific details regarding which companies would be targeted or the exact methods of implementation. This lack of clarity points to a broader hesitation within the government to act decisively on the issue. The Fenapro intends to establish a working group to engage with other industry bodies and to craft a coherent message that advocates for a comprehensive examination of tax regulations concerning big tech entities operating within Brazil.

The formation of this group by the Fenapro signifies a crucial step in a larger campaign to stimulate discussions on the economic impact and regulatory frameworks surrounding big tech in Brazil. By fostering collaboration among diverse sectors, the federation aims to press the federal government into taking concrete actions towards reforming taxation policies that affect digital companies, which could potentially balance the competitive landscape of advertising and digital services in the region.