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Globo é investigada por suspeita de práticas anticompetitivas

2 de dezembro de 2020
198 3.195 1 minuto de leitura

O Cade, Conselho Administrativo de Defesa Econômica, determinou a abertura de um inquérito administrativo para investigar suspeitas de práticas anticompetitivos do grupo Globo. O despacho foi assinado nesta terça-feira (02) pelo superintende geral do Cade, Alexandre Cordeiro Macedo.

As referidas práticas anticompetitivas têm relação com o chamado Bônus de Volume (BV). Resumidamente, é um sistema que devolve parte do dinheiro gasto para as agências de publicidade, o valor varia de acordo com o volume de anúncios. Isso significa que quanto mais anúncios uma agência leva para determinada emissora, maior será o BV, o que acaba concentrando os anunciantes em um determinado veículo de mídia.

Segundo o Cade, a forma como a emissora concede a bonificação às agências decorre de exercício abusivo de posição dominante e induz à fidelidade contratual. Além disso, as cláusulas de bonificação estimulam a discriminação arbitrária entre os adquirentes de tempo/espaço publicitários e dificultam o funcionamento de empresas concorrentes, por incentivar as agências a concentrarem seus investimentos na emissora, como forma de obtenção da bonificação. Outra prática possivelmente problemática do ponto de vista concorrencial é o adiantamento da bonificação

Para evitar prejuízos a este mercado, foram adotadas medidas preventivas para fazer cessar os efeitos anticompetitivos das práticas investigadas. Desse modo, o grupo Globo fica proibido de celebrar novos contratos de plano de incentivo e de realizar quaisquer adiantamentos, seja em contratos vigentes ou futuros, a partir da concessão desta medida.

Informações do site oficial do Cade.

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2 de dezembro de 2020
198 3.195 1 minuto de leitura
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198 Comentários

  1. Oba!
    Finalmente investigarão algo que o Terça Livre vem alardeando a tanto tempo. Parabéns pelo excelente trabalho Paula. Deus te abençoe tremendamente.

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  10. Outrora chegamos ao ponto de sermos fiéis telespectadores/seguidores dessa emissora de TV… passaram-se os anos e sua decadência é notória, quanto mais eles tentam monopolizar, desinformar e agir contra a sociedade e os bons costumes da população, mais e mais irão aproximar-se do FIM desse Canal. Game Over GROBO.

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  11. Nao quero so a Globosta e sua afiliadas, quero a Band-CCTV chinesa, quero a Cultura de SP, a Educativa do RIo, quero a Record, quero a Gazeta, todas investigadas e se necessario, perdendo suas concessoes!!!

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