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Government could eliminate ad agencies

Competition

The Hungarian government drafted legislation, which could be passed by Parliament next week, that would prohibit advertising agencies from establishing contractual relationships with media companies and thereby exclude payment of bonuses, Hungarian online daily napi.hu said today.

Should the bill be passed, advertisers would be required to pay directly to the medium where they advertise, putting an end to media companiesʼ practice of paying ad agencies a 20-25% premium and expectedly making the job of advertising agencies obsolete.

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