Dan Jaffe, vocero de ANA
The Association of National Advertisers (ANA) has asked the Federal Communications Commission (FCC) to drop a proposal that would open the door to cheaper competitors to cable company services. Companies like Google and TiVo could then create their new cable services using big cable providers without any advertising contracts. According to ANA, the new rules would make advertising vulnerable to blocking and to alterations by third parties and would not require the new content providers to honor advertising contracts. “Right now we have contracts with cable operators and programmers that determine when an ad is going to run, how it’s going to run and spell out the remedies if those agreements are not met. But the new rules would eliminate those protections” said Dan Jaffe, a lobbyist for the ANA. “Opening the door to cable box competition would allow ad alteration and it’s an enormous problem.” Jaffe added that advertisers would find it difficult, and more expensive, to verify if their ads ever ran or tell if an ad has run correctly. The ANA said it is not arguing for or against any particular technology or navigation device. “Rather, we want to ensure that whatever technologies are used, a fair marketplace exists in which advertising interests are protected and where the financial underpinnings for content creation are not undermined” Jaffe concluded.
