Government Relations

While there are no official proposals on paper, American Advertising Federation’s National leadership and other advertising advocacy groups are proactively speaking out against ANY proposal to eliminate the tax deductibility of advertising.

“As I am sure you are aware, Congress may soon be taking up the first major reform of the U.S. Tax Code in nearly 30 years.  We have learned that Congressional leaders who are drafting the proposal have heard suggestions that the deduction businesses take for the ordinary and necessary expense of advertising costs should be reduced significantly as a way to generate more revenues to help pay for tax reform. To lower corporate tax rates, “some suggest looking [for new revenues] at the deduction for advertising [costs], a commonly used business write-off.” (Wall Street Journal, August 2, 2013). This would constitute a tax on advertising and increase the cost of advertising for all businesses, as well as the tax liability for major advertisers.

AAF and the advertising industry need your help.  It is very important that you, and other members of the industry, write, email or call your two Senators and Representative and urge them to oppose any tax on advertising in the form of a limit on the deduction for advertising costs. Ask them to communicate their opposition to taxing advertising to their colleagues on the tax-writing committees.  Here is a draft letter.

Advertising – local, regional and national – generates $5.6 trillion in total economic activity for our country and helps support 22.1 million jobs in the U.S. economy. The stimulus generated by advertising brings jobs and sales to every state and to every congressional district. Even a modest reduction that limits the amount a business may deduct of its total advertising spending could cost the nation 1.6 million jobs and $419 billion in economic sales activity.

The critical message to convey to Members of Congress is that the deduction for advertising costs is not a special preference or deduction. Every business in America is entitled to this deduction, which is classified as an ordinary and necessary business expense. Other ordinary and necessary costs that may be deducted include the salaries of employees, rent for office space, utilities and other costs that a business must pay to keep the doors open and to generate sales. This deduction is for core business expenses and has been permitted since the adoption of the Tax Code in 1913. You should emphasize that you are not seeking a special treatment or exemption – you are asking Congress to maintain the business expense deduction allowed for advertising for the past 100 years.

You can find your member of Congress and a link to his or her website, by going here. Senators can be found here.”

Join and sign our petition here.

Getting tired of seeing political ads on TV? Well, get used to it. The Orlando market was #2 in the nation for total dollars spent on TV political advertising last month. And there’s a lot more to come. I’m sure you’re noticing that most of the ads are negative and some are positive. I bet you’re wondering how these political media gurus come up with the ad content and what other ways they use to get their message out. I sat down with Beth Watson, Account Manager for Ron Sachs Communication to answer some of your questions. Ron Sachs Communications specializes in both political and business advertising in Orlando and Tallahassee

Q: What would you say is the biggest difference in political advertising now compared to what you saw in 2008?
A: I would say this year, in all arenas; the negative campaigning has hit an all time low. And based on comments now appearing in social networks, the public is fed up with it. This is a finely balanced issue that social networking could easily impact in the future. It remains to be seen, however.

Q: What would you say are the biggest pros and cons about negative ads?
A: The biggest pro about negative advertising is that it brings out issues that the public might not have been aware of. Hopefully, the public will look into the issues and do their own research to determine their truths. The cons about negative ads are that it often makes the attacking candidate look petty, mean and too aggressive. It can easily backfire and turn the public against the candidate. And if the negatives are false, they most definitely will.

Q: When does a political ad become “false advertising”? There are obviously standards that advertisers have to follow, does that not apply to political ads when some are blatantly lying?
A: It seems that in political advertising, “all is fair in love and war” and the public takes much of the false statements with a grain of salt. However, if a candidate is lying, and the opponent can prove it, it becomes an ethics and integrity issue that can kill the lying candidate. Lying or false advertising is something that the public will not tolerate, particularly in an election. The public expects and holds their leaders to a high standard.

Q: How are campaigns these days incorporating social media?
A: The current campaigns have incorporated the various social media to highlight their messages, their visits to communities, to spread the messages of their stances, and to get past media, which traditionally, didn’t cover everything a candidate wants to address. It has also proven that they can overcome their opponents’ issues concisely. It does make it a bit harder to criticize an opponent badly because social media can be traced. YouTube played an integral role in the overthrowing of government in Libya and Egypt – a prime example of social media changing the way the world works.

Q: Should candidates be on social networks? If so, what kind of response strategy is suggested?
A: Why not? Social networks have changed the way we live and communicate. Candidates need to find every avenue to reach out to the public AND to get the youthful voters’ attention. If that is a strategy to reach the younger voters, who traditionally have been apathetic, kudos! Response strategy….take a stance and promote it. I wouldn’t say attacking your opponent’s stance is a good strategy on social networking. But being clear, honest, straight forward and concise — that’s the benefits of social networking and communications.

Joe Culotta, Ad 2 Government Relations Chair

The government relations committee wants to make sure members are informed about their right to vote this upcoming election year. Members have been asking about how to vote and what’s on the ballot. Here are the answers to all your Election Day questions. Keep in mind, Ad 2 and AAF are neither endorsing nor supporting ANY CANDIDATE in the upcoming election. Please take the time to do your own research and review the candidates before you make an important decision.

Q: When is the next election?

A: January 31^st is the day that Florida gets to vote for the Presidential Primary

Q: Who gets to vote?

A: If you’re a registered REPUBLICAN, you’ll be able to vote for your choice for the Republican presidential nominee. If you’re a registered DEMOCRAT then you do not have to vote for anyone since President Obama is running for re-election and he will be the nominee for the Democratic Party.

Q: What if I’m a registered INDEPENDENT or No PARTY AFFLIATION?

A:  Check with your local supervisor of elections office to see if there is a local race in your area taking place January 31.

Q: How do I register to vote if I am not already registered?

A: Contact your local supervisor of elections and fill out a form and turn it into them no later than JANURARY 3^rd Here are the links to the local supervisor of elections office:

Osceola County: http://www.voteosceola.com

Orange County: http://www.ocfelections.com

Seminole County: http://www.voteseminole.org

Q: What if I can’t make it to the polls on Election Day?

A: There are many other ways to vote rather than going to the polls on Election Day. You can early vote or request an absentee ballot and vote by mail. Contact your local supervisor of elections to get more details on where the early voting locations are or if you need to request an absentee ballot.

Q: I’m already registered, how can I change my address, name, or party affiliation?

A: Fill out a voter registration form and check off all that applies on the first line.

If you have any other Election Day questions or concerns, please contact Ad 2 Orlando’s government relations chair, Joe Culotta at Culotta@voteseminole.org