News

The "Google tax", a short-term solution

On March 21st, 2018, the European Commission presented a package of measures relating to the taxation of the digital economy, including a proposal for a Directive introducing a tax on the provision of certain digital services (the so-called "Google tax"). In line with the proposed EU Directive, the Council of Ministers reported on Friday, October 19th, 2018, on the draft law creating the Tax on Certain Digital Services. In this way, Spain would be the first country in the European Union to adapt to the Commission's proposal.

Broadly speaking, this new indirect tax would aim to tax at a rate of 3% the turnover generated, i.e. gross revenue, through the provision of services consisting of: (i) the sale of digital advertising space; (ii) making digital platforms available to users on which they are allowed to interact with each other and which facilitate the provision of services and the delivery of goodsand (iii) the transmission of data generated from the activity developed by users.

Notwithstanding the foregoing, only entities that obtain, on an annual basis, total revenues of more than 750 million euros and revenues from services subject to tax exceeding 3 million euros in Spain would be subject to the tax.

This measure seeks to tax those digital services where there is a contribution from users. However, as has been pointed out by the OECD, it may generate risks and negative impacts on investment, innovation and growth.

In any case, due to the fact that the tax is applied where the users are established, this temporary measure does not seem to solve the current problem to be addressed: taxing profits in the jurisdiction where the value has been created.

Iván Moya, Associate of Écija Tax Area

Brand purpose communication

Communications on brands purpose plays a role more important than ever in a company's reputation. In this matter, Pilar Larrea, former Campofrío's Communications Manager, explains the significance of this issue and what should be the company's purpose. Pilar Larrea's Quotes "Having a purpose is the reason for existence for...

The CEOs Guide for the 2020s

Worldwide companies are entering 2020 after a decade of large-scale digital expansion and transformation, not forgetting the major changes and polarization of the political scene. "There are many uncertainties and concerns: we expect increased political and economic volatilities, growing social discontent and further slowdown in growth. Nevertheless, the opportunities are...

Alberto Mendoza -- The new renewable energy film

The discourses present in cultural products allow us to identify trends circulating in society and warn of changes in perspectives on different public issues. In the case of renewable energies, it is interesting to observe the role they play in recent successful series and films, and how they are being used as a means of...

Formula 1 and its communication shortcomings

In these turbulent times we are living through with the closure of stadiums, circuits, pavilions, the postponement or cancellation of major sporting events such as MotoGP and F1 World Cup races, or the postponement or possible cancellation of sports leagues, Eurocups or even Olympic Games, it is time to make a...

Marcos de Quinto -- "The important thing in communication is to be different".

Marcos de Quinto, former vice-president of The Coca Cola Company and former Ciudadanos MP, participates in a new PROA video in which he reflects on what Spanish companies should do in the face of this crisis and what his experience has been in relation to his time in politics. Finally, he highlights...

--Alfonso Sánchez-Tabernero: "The greatest risk to journalistic ethics is laziness".

When he was a child, Alfonso Sánchez-Tabernero (Salamanca, 1961) did not know - like anyone else - what it was like to be a rector, although his great-grandfather and great-great-grandfather had already directed the University of Salamanca. He dreamed of being a bullfighter, footballer or fireman, and when he arrived at the university he did not think of leading an educational institution either.....

More conversations, more ideas, more PROA.
Follow us on our networks.

Receive ideas with criteria

Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.