NRF Ad Portrays Border Adjustment Tax Cost

The National Retail Federation (NRF) has introduced a television, print and digital ad campaign about what it believes will be the high consumer cost of the border adjustment tax (BAT), which is part of the House Republican leadership’s “Better Way” plan for tax reform.

Although a strong proponent of tax reform, the retail industry organization characterizes BAT as “bad tax policy that would increase costs on everyday necessities like food, gas, clothing and prescription medicines for the average family by as much as $1,700 in the first year alone.”

“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,” noted David French, SVP for government relations at Washington, D.C.-based NRF. “We need tax reform that rewards entrepreneurs and allows businesses to grow and create good-paying jobs that lift working families up. 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 humorous TV spot, which satirizes certain high-energy product pitches, is available on the campaign’s landing page, and will air during the Fox News Channel’s morning program, “FOX and Friends,” and during the NBC show “Saturday Night Live” on Saturday, March 4. As well as the TV ads, a digital and print campaign will urge consumers to contact their members of Congress to voice their opposition to the BAT.