Support for this decision comes from Miguel Albuquerque, the President of the Regional Government of Madeira, who backs the elimination of advertising on RTP by 2027.

However, concerns have been raised by the PCP's António Filipe, who argues that reducing RTP's advertising revenue could undermine public service broadcasting without increasing public funding.

The government believes that this move will enhance RTP's focus on public service broadcasting, allowing it to operate independently of commercial advertising revenues.

Luís Simões, President of the Journalists' Union, acknowledged the government's recognition of the need for support measures but expressed significant concerns regarding public service integrity.

RTP is currently facing a modernization investment plan of approximately 17 million euros over the next two years, alongside a potential 27 million euro shortfall that needs to be addressed.

Overall, the government emphasizes the importance of a diverse and sustainable media landscape to navigate the serious challenges currently facing the sector.

The Portuguese government has introduced a comprehensive Action Plan for the Media, featuring 30 measures designed to regulate the sector and combat misinformation.

This initiative aims to support the media sector in Portugal, addressing significant challenges related to sustainability and worker stability.

Among the key components of the plan is the cessation of advertising on RTP, the public broadcaster, along with voluntary exit programs for employees.

Critics view the end of advertising as a potential precursor to privatization efforts, raising alarms about the future of public broadcasting.

The Ethical and Deontological Councils have voiced solidarity with the Journalists' Union, criticizing the government's plan as insufficient and warning of potential harm to RTP's integrity.

In addition to these measures, the government plans to create a 'white paper' on the application of artificial intelligence in journalism to address ethical concerns and enhance training.