The 111th Congress, which convened the first week in January, is promising swift action on a number of key issues–economic stimulus, healthcare, entitlement programs, education. All of these issues and many others have one thing in common: legislators will be need huge inputs of new revenue to make them work.

“We are certainly concerned that Congress will be looking at our business as a possible source of revenue,” said Dick O’Brien, head of the 4A's Washington office. “The most obvious threat will be to the 100% deductibility of advertising expenses,” he continued. “It’s an easy one for Congressional leaders. Just some refiguring of the tax code and the deductibility numbers can be changed.”

The 4A's and other advertising and marketing groups are preparing for the threat with an extensive and aggressive education campaign aimed at key Congressional decisionmakers. The groups are holding hometown grassroots meetings with members of the House and Senate Ways and Means and Finance committees, pointing out the importance of the marketing industry to their local districts. Recent meetings have been held in Los Angeles, New York City, Las Vegas and Birmingham, Alabama, all attended by the CEOs of local 4A's members.

In addition, O’Brien noted other threats to particular advertising and product categories. “We are preparing for a major assault on Direct-to-Consumer ads,” said O’Brien. The new chairman of the House Energy and Commerce Committee, Henry Waxman, has already promised a hard look at prescription drug ads.

Other areas of Congressional interest could be digital and Internet marketing, including behavioral marketing, products that contain sugar, and restrictions on alcohol beverage ads.

The 4A's Washington Office will continue to report on developments in Washington.