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The ceding of advertising space for the dissemination of campaigns with a high social and environmental impact is the way in which Telecinco expresses its sense of social commitment. In 2010 its support for various charities (UNICEF, Fundación JosepCarrerasandFundaciónPlan) resulted in thecedingof advertising space valued at 483,400 euros.

Advertising

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Responsible broadcasting of advertisements

Telecinco’s management of advertising resources is undertaken through Publiespaña, a company which guarantees the responsible broadcasting of advertising through its collaboration with the Association for the Self-Regulation of Commercial Communication (known as Autocontrol), to which it has subscribed.

Autocontrol manages the system for the self-regulation of commercial communication using three basic tools: a Code of Conduct, and independent body (the Advertising Jury) which resolves upon possible disputes and complaints presented against the advertisements broadcast, and a technical unit which gives advice prior to the broadcasting of the advertisements through a prior consulting service known as Copy Advice.

In particular, Autocontrol manages the Spanish system of co-regulation of television advertising, based on an agreement subscribed between the television operators, the Spanish Association of Advertisers (SpanishacronymAEA)andAutocontrol, and the agreement signed by Autocontrol with the national audio-visual authority (SETSI).

The system functions as follows: when Publiespaña detects that an advertisement may be in breach of current legislation, and in particular the General Audiovisual Communications Law (Law 7/2010

of 31 March) or the Self-regulation Codes on television content and children and for the self-regulation of food advertising aimed at children, for the prevention of obesity and promotion of health, to which Telecinco has subscribed, it seeks a prior ethical and legal report from the Autocontrol Technical Unit (Copy Advice) and accepts its decision. If Autocontrol’s recommendation is that the advertisement should not be broadcast, then the campaign is cancelled.

In 2010, Publiespaña requested 196 Copy Advices on advertising campaigns prior to broadcasting and made 32 legal consultations in relation to advertising.

The rules of Law 7/2010 for which compliance is verifed include, most notably, the following:

a) The prevention and eradication of gender-based discrimination in favour of efective equality between men and women (Article 4).

b) The obligations incumbent upon providers of audiovisual communication in relation to children (Article 7); this deals with content which could be damaging to the physical, mental or moral well-being of children and which can only be broadcast between 10 p.m. and 6 a.m.