As an attorney, Bruno Fagali knows that first and foremost his job is to fight for the Brazilian public, especially in the realm of compliance in advertising. One of the main areas he looks at would be “common practices” in advertising. Because of these “common practices”, it can seem very frustrating to get an advertising firm to reach compliance. There are several cases to consider.

First of all, Fagali has identified a number of “vulnerability points” to ensuring that advertising firms remain in compliance. This list would be such things as the rules of engagement of the advertisers, media and agencies, and the appropriate remuneration model for different advertising companies.

For some perspective, consider the fact that Brazilian agencies make their money by bonuses paid by the media for advertising. This is called the agency discount, and it occurs when the agency provides the service to the advertising firm but is the recipient of payments from all of the communication vehicles regarding this relationship. Unfortunately, it is in this proposition that loopholes can arise that lead to abuse.


Of course, Mr. Bruno Fagali is working very hard to reform the system. Some of the abuses he note include situations where there is intermediation for a vehicle payment, media assignment criteria, plans for incentives, advertiser and employee relationships, and external services fees.

If this sounds complicated it’s because it is. However, if there is one man who is dedicated to leveling the playing field it is Bruno Fagali. He has extensive experience for the important role he plays, including being a member of the Corporate Society of Compliance and Ethics and a specialist in compliance with the FGV-Gvlaw entity. He holds a Bachelor’s degree in law from PUC/SP and a Master’s Degree from USP in Law of the State. Accountability has long been his main objective in the legal field. He works as a corporate integrity manager at Nova/SB.

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