The Serrano family marked an era. It was one of those ultra-popular series, which the whole country seemed to be watching (in a way that might not be working for them now). It was also a kind of pioneer when it came to advertising. The family breakfasts, which appeared on screen in the different chapters, were an exuberant display of publicity. As they recalled in an article not long ago in El Comidista , the family’s breakfasts were full of brands and more brands and set a precedent for the industry.Of course, the series wasn’t doing anything exactly new. In Family Doctor you could also see the brands that the family had for breakfast.The series were an example of product placement, of brands that appeared in the background or sometimes with a more leading role. A good product placement well done is not very annoying and gives very good returns to the brands that star in it (in La casa de papel one of the examples was so integrated into the plot that it seemed almost an organic mention).
A poorly done one is annoying Uruguay Phone Number List and squeaks at viewers. You can even cross the border between product placement and outright undercover advertising.The separation between product placement and covert advertising is that the consumer is aware of the former (a notice makes it clear at the start of the broadcast that we are going to find ‘product placement’, although it would be necessary to analyze whether consumers they are fully aware of what that means) and not of the second. The second appears as one more element, something that is there because it should be or just because, and what is assumed is not advertising.Of course, undercover advertising is completely illegal.
And, almost of course also, it is anyway quite common.Double file against MediasetThe CNMC has just announced that it is initiating 2 disciplinary proceedings against Mediaset for possible covert advertising. For now, this only implies the beginning of an investigation, but it could become a problem for the audiovisual giant, one that is not new.The process is against the series La que se avecina and against the program Save me . In the case of the series, the CNMC considers that there could have been an infringement in one of its chapters, which revolved around a tupper-sex meeting and in which products of a specific brand appeared.
In the case of Sálvame , the problematic moment is in the program of January 23, 2019 when, according to the CNMC’s announcement press release, “it issued, without identification, advertising that could be classified as disguised advertising of a magazine”.It is not the first time that Sálvame has starred in the CNMC investigations. The National Court in fact recently confirmed a decision of the CNMC, which had concluded that the program had covertly advertised health products in a micro space that it had broadcast during 2014. The fine was half a million euros . In total, Media set would have already left one million euros for various advertising campaigns disguised in this program and others of the same type as counted a few months ago ABC.