AUTOCONTROL, the Association for the Self-Regulation of Commercial Communication in Spain, today held its 24th General Assembly in which representatives of the 555 member entities participated, including advertisers, advertising agencies, the media and professional associations.María Luisa Giménez Gistau, President of AUTOCONTROL, highlighted that “during 2018, and in parallel with the digitization process that the industry is experiencing, and related to it, we appreciate in the day-to-day of our activity how advertisers, agencies and media communication organizations are making a huge effort to respond to the challenges that digital advertising and data protection and privacy pose to them in their advertising activity “.In his speech, the President of the European Advertising Standards Alliance (EASA), Stéphane Martin, analyzed the new challenges facing the advertising industry on the continent, citing, among others, the transposition of the new Directive on Advertising Services. Audiovisual Communication and the implications of the new digital ecosystems for self-regulation systems. Martin has congratulated AUTOCONTROL and its partners, for their work and their commitment to responsible advertising, which have placed the Association – he pointed out – in the top positions among European and international self-regulatory bodies.For his part, José Domingo Gómez Castallo, General Director of AUTOCONTROL, has presented the Management Report for 2018, including the balance of activity. In 2018, he indicated, AUTOCONTROL answered 47,642 inquiries from advertisers, agencies and the media. Of these, 36,395 corresponded to requests for Copy Advice® or voluntary review of advertisement projects before their dissemination. In addition, the General Director of the Association has recalled that it continues to work very closely with the Administration, within the framework of the 34 cooperation agreements signed with state and regional bodies. Gómez Castallo has also highlighted In this General Assembly, the new features introduced in the AUTOCONTROL Advertising Code of Conduct have been submitted to the approval of the partners , as a consequence of its adaptation to the new version of the Advertising and Market Communications Code of the Chamber of Commerce.
International approved in 2018. These new features include: the precision that its application Uganda Phone Number List extends to any commercial communication regardless of its form or format; the prohibition that commercial communications offer arguments that take advantage of misfortune or suffering without a justifiable reason, and the precision that commercial communications will not only not incite violence, antisocial or illegal behavior, but also will not be tolerant of the same.In the area of the protection of minors, it is added that commercial communications directed to children must not contain visual representations or descriptions of potentially dangerous practices or situations that show a disregard for safety.
Likewise, it is detailed that illegally sold products for children or adolescents or inappropriate for them, should not be advertised in media directed at them; and that commercial advertising directed at them should not be included in media where the editorial content is not appropriate. The provisions on discriminatory advertising are also adapted.One of the principles whose application is most significantly reinforced is the principle of authenticity to which is added the requirement of transparency. Specifically, the explicit obligation is established that advertising in media with editorial content is easily recognizable as such or otherwise labeled (including native advertising). Also that commercial communications should not impersonate any other type of content.
In parallel, it is added that the sponsored nature of a recommendation or testimony must be made clear by means of an adequate warning in those cases in which the message, due to its formal characteristics or content, may mislead the user about said nature. Finally, the essential obligations provided for in the RGPD and the LOPPED in terms of data protection are reproduced, The Assembly also addressed the use of influences in advertising, an issue on which, together with the aea (Spanish Association of Advertisers) and the SEAD (Secretary of State for Digital Advancement), they are actively working on.Finally, a half of the Board of Directors was elected, in which 39 companies and sector associations are represented. A list of the new composition of the Board of Directors is attached.