Page 112 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

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OUR ADVERTISING
Under the control system where Publiespaña finds that
an advertisement may be in breach of statutory regu-
lations and in particular the Audiovisual Communication
Act 7/2010 of 31 March 2010, or the codes of self-regu-
lation on television content and children, self-regulation of
advertising of food aimed at children or the prevention
of obesity and health to which Mediaset España is subject,
it proceeds to request a prior report on its ethical and
legal implications from the Technical Unit of Autocon-
trol (known as copy advice®), accepting its report and,
if it recommends not broadcasting the advertisement,
suspending the campaign.
The Act as amended in August 2012 deals with questions
which include among others the strengthening of time
slots protecting children, setting broadcasting times for
content which may be prejudicial to the physical, mental
or moral development of children, directing the time for
the broadcasting of programmes on games of chance
and gambling, or refraining from broadcasting during child
protection time slots advertisements which promote the
cult of the body or the rejection of self-image such as
slimming products or surgery.
In 2012 Publiespaña asked for Copy Advice on adverti-
sing prior to its being broadcast 286 times and made 64
legal consultations on advertising material.
The areas on which Copy Advice was asked for are
the following: food, snacks, beauty equipment, alcoholic
drinks, energy drinks, beauty and hygiene, restaurant
chains, children’s footwear, sporting footwear,TV channels,
cinema, beauty clinics, collectors’ items, food supplements,
contacts, newspapers and magazines, pharmaceutical
preparations, toys, games of chance and sports betting,
lotteries and state-run gambling, brands of clothing, slim-
ming methods, optical products, theme parks, real estate
portals, contraceptives and lubricants, perfumes and eaux
de cologne, underwear reduction of sizes, online auctions,
telephones and videogames.
Consultations have also been made, the findings of
which were accepted, on advertising content for the
Boing channel (channel aimed at children) given that it
is not permitted to incite consumption on the part of
children.The consultations have been on commercials for
gambling; the health qualities of a food product promoted
Autocontrol is a non-profit making association with more than 430 members made up of the main
advertisers, advertising agencies, media groups and professional associations with connections to
advertising in Spain which is responsible for managing the system of advertising self-regulation in Spain
and belongs to the European Advertising Standards Alliance (EASA), a supranational body containing all
Spanish advertising self-regulation bodies.
Autocontrol is in charge of managing the Spanish system of co-regulation of television advertising based
on the agreement signed by the television operators, the Spanish Advertiser Association (Asociación
Española de Anunciantes or AEA) and Autocontrol; and the agreement signed by Autocontrol with the
state audiovisual authority (SETSI). This system allows co-operation for the preventive detection and
correction of illegal television advertising with the objective, among others, of ensuring the correct
application of and compliance with statutory regulations and advertising ethics.
Autocontrol manages the system of self-regulation of advertising on the basis of three main instruments:
a Code of Conduct, an independent Advertising Panel responsible for resolving any disputes and claims
presented against broadcast advertising, and a technical unit providing legal advice prior to the broad-
casting of advertising by way of the service of prior consultation or copy advice and which advises on the
ethical and legal aspects of advertising before it is broadcast.