MEDIA & ADVERTISING

The media and advertising sector in BRICS countries is undergoing rapid transformation, driven by digital adoption, social media expansion, and increased consumer connectivity. For international corporations, this presents significant market potential—but also substantial risks related to censorship, regulatory interference, and cultural sensitivities. Governments in several BRICS countries closely monitor or control media content, requiring international firms to navigate complex restrictions on messaging, platform access, and editorial independence. Content that challenges political narratives, public morality laws, or national identity can lead to bans, license revocations, or reputational backlash.

Over the past five years, success and failure in this sector have often hinged on political alignment and regulatory agility. Netflix has expanded aggressively in India and Brazil, but faced challenges in content regulation and cultural sensitivities, leading to temporary bans or public protests over controversial shows. In China, Western advertising and media firms have struggled with strict censorship, data compliance requirements, and unpredictable takedowns of content deemed politically sensitive. Facebook and Twitter were blocked or limited in Russia following the Ukraine invasion in 2022, leading to market exits and ad revenue collapse. Meanwhile, South Africa has remained relatively open, though market concentration and declining media trust pose long-term structural challenges for advertisers.

The shift toward digital platforms has amplified both opportunity and risk. On one hand, BRICS countries are home to massive user bases and mobile-first consumers; on the other, content regulation, algorithmic control, and rising data localization mandates create high operational and reputational exposure. Campaigns that succeed in one region may trigger political or cultural backlash in another. For international corporations, a successful media or advertising strategy must be hyper-local, legally resilient, and aligned with both public sentiment and state policy.