Uruguayan association reviews 2015 progress

2015 has been a good year for the Uruguay Chamber of Advertisers (CAU), with the association making significant progress in developing audience measurement guidelines and contributing to legislation around alcohol and food marketing in Uruguay.

On audience measurement

New guidelines for television audience measurement were finally agreed upon after several years of negotiations, resulting in a single document that will be published shortly.

The CAU is also involved in the auditing of more than 30 printed media outlets, which is handled by the Circulation Auditing Institute (IVC - Instituto Verificador de la Circulación).

Radio audience measurement is now being audited by the Latin-American Auditing Institute (INVE - Instituto Verificador Latinoamérica). CAU is working together with other associations on a document containing updated guidelines for future radio audience measurements.

On digital, by partnering with IAB CAU has now access to the sectorial audience measurement done by Comscore, while with the support of other associations, CAU was also able to bring together leading Uruguayan media owners to sign an agreement on the measurement of outdoor advertising.

On legislation

The CAU is involved in the compliance monitoring on alcohol advertising called "Zero Tolerance", which started in January 2016. The association was also invited to attend a series of meetings organised by the government on combatting alcohol abuse.

The CAU has also contributed to the development of Food Law No. 19.140 which promotes a set of healthy food habits and lifestyle.

For more information, contact CAU.