2019 brush with the law Primedia, following the admission of price and trading fixing in contravention of the Competition Act, had to pay an administrative penalty of more than R9.6m and provide 25% bonus advertising space for every rand of advertising space bought by qualifying small agencies over a period of three years, capped at R24m annually. The company at the time also had to contribute roughly R3.4m to the EDF over three years.