{"id":376068,"date":"2024-08-30T12:00:26","date_gmt":"2024-08-30T15:00:26","guid":{"rendered":"https:\/\/blogdofarnesio.com.br\/?p=376068"},"modified":"2024-08-29T18:01:17","modified_gmt":"2024-08-29T21:01:17","slug":"propaganda-eleitoral-nao-e-gratuita-e-custara-r-566-milhoes-em-renuncia-fiscal","status":"publish","type":"post","link":"https:\/\/blogdofarnesio.com.br\/?p=376068","title":{"rendered":"Propaganda eleitoral n\u00e3o \u00e9 gratuita e custar\u00e1 R$ 566 milh\u00f5es em ren\u00fancia fiscal"},"content":{"rendered":"
\n
A propaganda eleitoral que come\u00e7ou nesta sexta-feira (30) deve garantir R$ 566 milh\u00f5es em ren\u00fancia fiscal \u00e0s r\u00e1dios e \u00e0s televis\u00f5es. \u00c9 o que prev\u00ea a Receita Federal, que estima o quanto o governo deixar\u00e1 de arrecadar em Imposto de Renda para ressarcir as emissoras obrigadas a exibir o hor\u00e1rio eleitoral e as inser\u00e7\u00f5es dos candidatos ao longo da programa\u00e7\u00e3o.<\/div>\n<\/div>\n

Concess\u00f5es p\u00fablicas, as emissoras de televis\u00e3o e r\u00e1dio s\u00e3o obrigadas a ceder 1 hora e 30 minutos por dia em espa\u00e7o comercial que \u00e9 usado pelas campanhas para prefeitura e para as c\u00e2maras de vereadores.<\/p>\n

O desconto em tributos por disponibilizar o tempo na grade est\u00e1 previsto em lei. A Receita deixou de cobrar mais de R$ 11 bilh\u00f5es devido a essa ren\u00fancia fiscal concedida \u00e0s emissoras desde 2020.<\/p>\n

O c\u00e1lculo do desconto \u00e9 feito levado em considera\u00e7\u00e3o o que cada emissora prev\u00ea que receberia de receita publicit\u00e1ria no tempo em que a propaganda pol\u00edtica \u00e9 veiculada. Elas precisam comprovar o faturamento que tiveram no hor\u00e1rio nos meses anteriores.<\/p>\n

A maior parte do valor de isen\u00e7\u00e3o \u00e9 obtida pelas emissoras de televis\u00e3o, que s\u00e3o o principal destino da verba de publicidade comercial no pa\u00eds. O restante vai para as r\u00e1dios.<\/p>\n

O investimento de m\u00eddia na TV aberta foi de R$ 25,1 bilh\u00f5es, 47% do total gasto em publicidade no pa\u00eds em 2023, segundo uma proje\u00e7\u00e3o do F\u00f3rum de Autorregula\u00e7\u00e3o do Mercado Publicit\u00e1rio e da Kantar Ibope Media.<\/p>\n

Segundo a Receita, \u201co c\u00e1lculo da ren\u00fancia \u00e9 feito utilizando-se a al\u00edquota efetiva do Imposto de Renda Pessoa Jur\u00eddica multiplicada pelo valor declarado pelas emissoras\u201d.<\/p>\n

O modo como o ressarcimento \u00e9 feito atualmente n\u00e3o agrada as emissoras. A Abert (Associa\u00e7\u00e3o Brasileira de Emissoras de R\u00e1dio e Televis\u00e3o) reivindica uma mudan\u00e7a na legisla\u00e7\u00e3o para que o espa\u00e7o cedido seja pago com dinheiro e n\u00e3o com compensa\u00e7\u00e3o fiscal.<\/p>\n

A entidade alega que redes sociais podem vender an\u00fancios para candidatos, o que n\u00e3o \u00e9 permitido \u00e0s emissoras de r\u00e1dio e televis\u00e3o, concess\u00f5es p\u00fablicas. No pleito de 2022, o Facebook arrecadou mais de R$ 123 milh\u00f5es com an\u00fancios de candidatos. O Google obteve R$ 125 milh\u00f5es com a venda de palavras-chave em buscas e an\u00fancios no YouTube.<\/p>\n

 <\/p>\n

Paulo Passos, Folhapress<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A propaganda eleitoral que come\u00e7ou nesta sexta-feira (30) deve garantir R$ 566 milh\u00f5es em ren\u00fancia fiscal \u00e0s r\u00e1dios e \u00e0s televis\u00f5es. \u00c9 o que prev\u00ea a Receita Federal, que estima o quanto o governo deixar\u00e1 de arrecadar em Imposto de Renda para ressarcir as emissoras obrigadas a exibir o hor\u00e1rio eleitoral e as inser\u00e7\u00f5es dos candidatos ao longo da programa\u00e7\u00e3o. Concess\u00f5es p\u00fablicas, as emissoras de televis\u00e3o e r\u00e1dio s\u00e3o obrigadas a ceder 1 hora e 30 minutos por dia em espa\u00e7o comercial que \u00e9 usado pelas campanhas para prefeitura e para as c\u00e2maras de vereadores. O desconto em tributos por disponibilizar o tempo na grade est\u00e1 previsto em lei. A Receita deixou de cobrar mais de R$ 11 bilh\u00f5es devido… <\/p>\n","protected":false},"author":2,"featured_media":376069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[34],"tags":[],"class_list":["post-376068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eleicoes"],"acf":[],"yoast_head":"\nPropaganda eleitoral n\u00e3o \u00e9 gratuita e custar\u00e1 R$ 566 milh\u00f5es em ren\u00fancia fiscal - Blog do Farn\u00e9sio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogdofarnesio.com.br\/?p=376068\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Propaganda eleitoral n\u00e3o \u00e9 gratuita e custar\u00e1 R$ 566 milh\u00f5es em ren\u00fancia fiscal - Blog do Farn\u00e9sio\" \/>\n<meta property=\"og:description\" content=\"A propaganda eleitoral que come\u00e7ou nesta sexta-feira (30) deve garantir R$ 566 milh\u00f5es em ren\u00fancia fiscal \u00e0s r\u00e1dios e \u00e0s televis\u00f5es. \u00c9 o que prev\u00ea a Receita Federal, que estima o quanto o governo deixar\u00e1 de arrecadar em Imposto de Renda para ressarcir as emissoras obrigadas a exibir o hor\u00e1rio eleitoral e as inser\u00e7\u00f5es dos candidatos ao longo da programa\u00e7\u00e3o. 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