Nowadays, we are living in a 3.0 communication world where in addition to traditional mass media like radio or TV, social networks appeared. Information is more global than ever.

For that reason, the strategies of communication of Tax Administration should be designed with the main objective to inform their taxpayers properly about procedures and deadlines but without forgetting the importance of to make citizens aware of their tax duties. It is important to ask themselves about what strategies are appropriate and what kind of questions should be taken into account.

Sometimes, the strategy is great but not the launching moment. This is the case of the last ad on TV designed by the Spanish Tax Administration to combat fiscal fraud. This ad was focused on Income Tax and VAT, its format and objective were well-selected but not the time it was aired taking into account the amount of criticism received.

From my point of view and thanks to my professional experience, is important to analyze in advance which the fiscal atmosphere is as well as to study in particular the main issues to reinforce tax-paying culture. An ad could be well-designed and nevertheless do not have the expected effects.

Do you know any strategy of information of your Tax Administration that has failed due to external factors in spite of being well-designed? What kind of aspects should be taken into account to succeed?

Awaiting your opinions…

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