A television ad [es] by Peru's National Mining Oil and Energy Society (SNMPE [es]) which aired on July 19 during the halftime break of the Peru-Uruguay football game for the Copa América has sparked a controversy among Peruvian social media users, as Global Voices author and Spanish Translation Manager Juan Arellano reports [es] in his blog. The ad, “appealed to the traditional rivalry between Peru and Chile to find supporters against increasing mining windfall taxes.”