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Published
Mar 1, 2017
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National Retail Federation ups the offensive against border tax

Published
Mar 1, 2017

The National Retail Federation on Tuesday launched a new “As Seen on TV” ad campaign to educate Americans on the high consumer cost of the border adjustment tax.


The new As Seen on TV ad campaign from the National Retail Federation

 
The advertisement parodies late night infomercials with bright visuals and fast-talking delivery. Though the commercial is humorous in tone, the ad is very informative on what products will be taxed due to the new border adjustment tax. The BAT, which is included in the House Republican leadership's “Better Way” plan for tax reform, will increase costs on everyday products such as food, gas, clothing, and prescription medicines for the average family by $1,700 in the first year alone, according to the NRF.
 
“American consumers are being asked to foot the bill for a new $1 trillion tax giveaway for multinational companies, and this campaign will make sure those paying for it know it,” said David French, NRF Senior Vice President for Government Relations.

The NRF said that the BAT could increase retailers’ tax bills three to five times the amount of their profits, which could put many out of business. Small businesses that provide 40% of the retail industry’s jobs will be severely threatened by tax increase.
 
“We need tax reform that rewards entrepreneurs and allows businesses to grow and create good-paying jobs that lift working families up,” said French. “The BAT does just the opposite, penalizing Americans by adding a tax on clothing, food, gas and other necessities while threatening the very industry that 42 million hardworking men and women rely upon for their livelihoods.”
 
The As Seen on TV ads appeared on Fox during the Fox and Friends television show, and it will appear on NBC during Saturday Night Live on March 4. The campaign will be supported by a digital and print campaign as well to further encourage consumers to contact their members of Congress to oppose the tax.

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