The advertising self-regulation system: From ethical commitment to effective control over advertising in Spain

Abstract

Advertising is a traditionally questioned activity, not only from the ethical point of view, but also legal. This article analyzes the ethical commitment of the advertising industry through the study of the characteristics and activity of Autocontrol, the Spanish advertising self-regulation system, and by means of in-depth interviews to directors of the main advertising agencies operating in Spain. The results of the research show significant ethical commitment from advertising professionals and the relevant activity of Autocontrol; most of the advertising disseminated in Spain has been subject to a previous ethical review through the service of Copy Advise®.