Sky Brazil is embarking on an aggressive campaign aimed against new national laws establishing fees for national contents. The law was approved on September 12, 2011, and will go into effect on March 2012 yet the satellite pay-TV operator considers this regulation "illegal' and 'unconstitutional". It has established a new regulatory framework for pay-TV in Brazil, with two very controversial articles: one which determines rules for competition, and one which establishes programming fees aimed at national content. Ever since the law was passed, and at least two years before it was discussed by the government, Sky has been one of its leading critics. In fact, in November 2011 it stated the law was unconstitutional. This week, the DTH operator has decided to take one more step in its fight against the law, launching a strong campaign that's really making an impact in Brazil. It includes TV ads, articles in the main newspapers and a website created especially to showcase the operator's opinions. The ads even include phone numbers to call regulator Ancine and the Federal Supreme Court, thus encouraging people to protest against the law. The pay-TV campaign states journalistic and sports programs do not include national production, and says that with the obligation to produce original content, not only is freedom of speech affected, but the costs would also increase. "Arguing that we need to have more local content on pay-TV and thus prices would fall, Ancine is launching a new law that's inconsistent, illegal and unconstitutional, directly affecting consumers and the freedom of speech and communication; jeopardising one sector that has invested in Brazil for years without public money," Sky stated. The law will go into effect on 3 March, following 180 days since its approval.