• The agreement establishes a self-regulatory framework for digital advertising with the aim of ensuring that digital commercial communications are carried out in a responsible manner and protecting users, especially minors.
  • The digital environment already occupies the first position by volume of advertising investment in Spain, with more than a third of the total

Representatives of the Government, the Spanish Association of Advertisers and the Association for the Self-regulation of Commercial Communication (AUTOCONTROL) have signed today a protocol of good practices that will serve as a common framework to improve advertising content in digital environments. The agreement thus seeks to protect users and especially minors, the main consumers of digital content.

The signatories have agreed to collaborate in the development and promotion of self-regulation actions, to share information regarding the scope of the agreement and to organize and carry out as many dissemination, training or study actions as deemed appropriate. To monitor this protocol, a Commission has also been set up, made up of two representatives from each of the parties.

The text, open to new future incorporations, has been signed by Carme Artigas, Secretary of State for Digitalization and Artificial Intelligence, and Roberto Sánchez, Secretary of State for Telecommunications and Digital Infrastructures, both from the Ministry of Economic Affairs and Digital Transformation, together with Rafael Escudero, General Secretary of Consumption and Gaming of the Ministry of Consumption, Lidia Sanz, General Director of the Spanish Association of Advertisers, and José Domingo Gómez, General Director of AUTOCONTROL.

In this sense, self-regulation has proven to be an important complementary route to the administrative and judicial one in the advertising field, guaranteeing that this type of content complies with current regulations.

Effective protection, also on the internet

The objective of the agreement is to ensure that digital commercial communications are carried out in a responsible manner and comply, as with advertising in other formats, with current regulations. In that sense, for example, this type of content must be clearly identifiable, as well as its promoters and managers.

The digital environment is especially sensitive due to its dynamism in the introduction of new formulas and tools, such as behavioral advertising, programmatic advertising, native advertising, the integration of advertising recommendations in influencer content or sponsored content.

Internet is already the main segment within conventional media in terms of volume of advertising investment, which represents 38.6% of the 2,296.2 million euros of total investment registered in 2019. In addition, it is the segment fastest growing, with a 8.8% variation compared to the previous year.

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