There are many things that annoy consumers regarding advertising. That it is annoying, that it is too ‘noisy’ or that the marks are heavy, that they find it where they least expected it. But it is likely that on the list of things that consumers absolutely passionately hate about advertising and its ‘bad arts’, advertising that disguises itself to not look like advertising occupies a more than prominent position. Covert advertising is annoying and negative and also has a disastrous effect both for the brands that star in it and for the media that host it, since it has a negative impact on the perception of the brand.To all this, it should also be added that disguised advertising not only gives a bad image but also involves playing with fire with the law. The regulations make it very clear that advertising must be identified as such and that promotional content cannot be confused with that which is simply informative or that is organic. Promotional messages, those for which brands have paid in one way or another, have to be clearly identified so that the consumer does not have a trace of doubts about what they are seeing and why.But, despite all this, covert advertising exists and has positioned itself as a cross-cutting element. In all the different communication channels there are those who end up jumping for it. Not a few companies or brands are also the type that pressures when they campaign so that their ads reach the market under these premises and who decide to abort their campaigns if the media does not camouflage their ads as content.The television or cinema has traditionally been one of the ways in which surreptitious advertising has been more eco but one who has been starring in more and more fines. However, legal loopholes have created a scenario where this type of advertising takes advantage of the advantages of the so-called “product placement”, which for the Spanish Association of Advertisers (AEA) itself, cannot be considered covert since it is perfectly identifiable by the senses. In any case, producers take advantage of the existing legal vacuum to finance part of the costs.

The presence of advertisements in their most successful programs, without clearly identifying Singapore Phone Number List themselves as such (and without even respecting other key regulations, such as children’s hours), has been quite common in recent years. Channels such as Telecinco have been repeatedly sanctioned for broadcasting covert advertising and others, such as the main public channel itself, were scenarios where the covert advertising of programs such as MasterChef junior, contradicted the principles of TVE itself.It has also been so, despite the fact that the market regulators have acted harshly against this type of message. Mediaset saw how they opened two files in the CNMC last June for undercover advertising in Sálvame and La que se avecina. They were not the first. In fact, it was not even the only television group that had seen fines and penalties for using this type of advertising content. The other large television groups have also been fined in the past. The problem is that this type of advertising activity could be considered illegal from the point of view of the General Advertising Law (LGP).

The European Television without Borders directive also considers misleading advertising to be illegal and prohibits covert advertising.What happens on the internetThe network does not remain oblivious to the phenomenon. Influencers are one of the best examples, since they have been starring in campaigns and publishing promoted posts without being identified as such. In part, the ignorance of many of them of the advertising regulations caused them to launch campaigns without marking as such. In part, the interest of companies to position themselves as organic content has also driven the situation.Be that as it may, this reality no longer makes sense in the world in which influences operate right now, given the popularity of the market and the fact that analyzes of all kinds and notices and alerts from all kinds of public bodies have been published have made it clear that advertising must be identified as such.

A study by MediaWiki indicated that 93% of the sponsored posts published by influences do not comply with the regulations when it comes to identifying that they are advertising.In Spain, Auto control has just launched its first sentence against an influence for advertising glasses without identifying it as such. In the United States, the FTC has already tapped influences. In the United Kingdom, it has already starred in actions of the advertising market regulator.The network’s new advertising environments are also a breeding ground for covert advertising. Thus, the e-sports market may become the next hot spot for this format.The e Sports is becoming an increasingly popular element and audiences are having increasingly higher and higher. The pull of its stars is increasing, which makes brands become more and mo

Leave a Reply

Your email address will not be published. Required fields are marked *