The National Civil Aviation Agency (ANAC) and the Air Force investigating irregularities in a marketing program developed by a clothing brand in Vila Olimpia, south of São Paulo, with drones that carried giant mannequins on a residential area, something forbidden according to Brazilian legislation.
The case occurred on 17 November when, to promote deals of Black Friday, the Camisaria Colombo developed what he called “unprecedented action” that combined “technology and creativity” means a “parade on high” with giant dummies attached to the drones model octopus (with rotating metal propellers) flying with deals between commercial buildings. In the event, according to the advice of Colombo, “many drones cross the skies of Vila Olimpia”.
Rules on drones
Brazil has no regulations on the commercial use of drones and not a unified standard on the subject, but there are rules determined by the Anac and the Department of Airspace Control (Decea), the Air Force, which totally prohibit flying over Brazilian cities .
Other operations need to be communicated to the Air Force ahead 15-30 days to prevent vehicles divide the airspace with commercial aircraft and helicopters and there is a risk of accidents. Both the Brazilian Air Force and ANAC say they were not informed in advance of the event.
The G1, the FAB also states that “was not issued permission to remotely piloted aircraft flight in airspace over the city of São Paulo” and “send a complaint to the prosecutor Criminal for the application of penalties in the Criminal Code” as the suspicion of the crime of attack against the security of air transport provided for in Article 261 of the Penal Code which provides for imprisonment from two to five years.
The law also stipulates a penalty fee if the agent participants in the crime in order to gain profit or financial advantage.
To facilitate drone operations in the country, Anac want, for early 2015 release a new legislation to allow, with minor requirements, drone flights of up to 25 pounds in public places up to 400 feet (about 120 meters) altitude, but there will be technical, safety, preparation of pilots and privacy to be met.
But for now, Anac says, “with a view to legislation, started the investigation of the case and we will take appropriate administrative measures.”
“If there is evidence of crime, we will send the complaint to the federal police and the public prosecutor for action in the criminal context.” In the case of Colombo, ANAC has five other ongoing investigations into the illegal use of drones in the country.
Colombo blame lack of rules
Author of hosiery marketing campaign, communication agency Salles Chemistri argued that “the drones, as used in the action, are a new technology whose use in Brazil is still very new, which made the surprising and creative action.”
The agency did not respond to officially or not the authorities on the action, but stressed that as “currently do not exist in Brazilian law specific rules for the use of drones” and that “there is no provision for the publication of the regulation,” ” hired a production company that works with riders who have ongoing pilot / aviation and studied the case and the premises used, so as not to expose anyone to risk. ”
FAB already stressed that “no remotely piloted aircraft, be it civil or military application, you can take off without the authorization of the Department of Airspace Control (Decea), which is competent to legislate on the use of airspace. However, for aircraft not certified is applied the Experimental Flight Authorization Certificate (Cave), whose analysis, approval and issue lies with the ANAC. ”
In addition, a drone can only be used if you have the Experimental Flight Authorization Certificate (Cave), which is issued by the ANAC after rigorous proof of safety standards and in exceptional situations. Only seven units have authorization in the country, and the drone used by Colombo is not on the list, says Anac.
‘Parade on high’
According to a spokesperson of Colombo, “the parade on high arose from the realization that many executives do not have to leave the office time to check out what’s new in stores. So why not take the offerings to them? “. The idea was to show the low prices of Black Friday to people without it being necessary that they were to the store.
See the full text of the joint statement of Colombo and Salles Chemistri about the fact:
“The Camisaria Colombo held, through its advertising agency, Salles Chemistri a marketing action that included the use of drones, the campaign” Show on High.
The Parade on High arose from the realization that many executives do not have time to leave the office to check the news in stores. So why not take the offerings to them?
The drones, as used in the action, are a new technology whose use in Brazil is still very new, which made the surprising and creative action. Currently does not exist in Brazilian law specific rules for the use of drones. The Brazilian Air Force and the National Civil Aviation Agency (ANAC) are working on the regulation of military and civilian use of unmanned aerial vehicles, but there is no forecast for publication of the regulation, which is normal considering that the laws end shaping up as the technology evolves.
However, Publicis values the safety of the people above all and hired a production company that works with riders who have ongoing pilot / aviation and studied the case and the premises used, so as not to expose anyone to risk, it is precisely this care and that prior preparation that ensured the success of the action, which was closed without any mishaps. “