Page 43 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report
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CORPORATE RESPONSIBILITY REPORT 2013
ADVERTISING MANAGEMENT
Adver tising constitutes an essential element of the television business and Mediaset
España therefore takes the view that its responsibility should also be reflected in the
broadcasting of adver tising content which is responsible from an ethical and legal stand-
point and in terms of its social impact.
The Group’s advertising activities are channelled through
Publiespaña, a company specialising in the operation and
management of advertising resources. The performance
of these activities is governed by applicable current
legislation and the guidelines laid down by the Association
for the Self-Regulation of Advertising (also known as
“Autocontrol”), of which the company is a member.
These guidelines are set out in codes of ethics, sector
codes, or in agreements and pacts which are applied by
the Autocontrol Jury.
This framework governs television content for children,
advertising of food aimed at children, obesity prevention
and health, environmental messages in advertising,
advertising of toys to children, promotion of medicines,
electronic mail and interactive advertising, alcoholic drinks,
premium rate services and many other areas
1
.
The company has implemented internal procedures for
defining the types of advertising content to be broadcast
in line with Autocontrol’s codes and it also submits its
advertising voluntarily to the control process carried out
by Autocontrol as part of its responsible business practices.
Content control by Autocontrol can take place before the
broadcast of advertising content (prior consultation or
copy advice) or after, in view of any potential controversy
or claims filed. 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.
In accordance with the Autocontrol system, when Publi
españa detects that an advertisement commissioned by
a customer may violate applicable legislation, in particular
the provisions of the General Law on Audio-visual
Communication,or the rules contained in the self-regulation
code that Mediaset Spain adheres to, the company requests
a prior report (
Copy Advice
) on the legal and ethical
suitability of the advertising content from Autocontrol’s
Technical Office.The opinion issued by this Technical Office
is complied with by the Mediaset Group and therefore
if it recommends the non-issuance of the advertising
concerned, the advertising campaign is suspended.
Autocontrol is a non-profit association made
up of the main advertisers, advertising agencies,
media groups and professional associations
related to the advertising industry in Spain.
This Association is responsible for managing
the Spanish television advertising self-
regulation system.This authority was granted
to it under the agreement concluded with
theTV operators and the Spanish Advertisers
Association (AEA), and under an agreement
with the government audio-visual authority
(SETSI).
On a European level, Autocontrol belongs to
the European Advertising Standards Alliance
(EASA), a supranational body encompassing
all European advertising self-regulation
bodies.
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For more information on regulated matters see
