Autorregulación, mediación y consulta previa, la nueva frontera de la ética publicitaria

Abstract

The advertising self-regulation, through the application of ethics codes, interpreted by independent organisms whose resolutions are accepted voluntarily by the entities (advertisers, marks, companies, mass-media, agencies) envolved in the professional associations created to the effect; the mediation among discrepant when solving a conflict on the matter; and, finally, the previous and voluntary consultation on the licitness of an announcement or a campaign, before publising it, they profile the new culture that is growing in the advertising sector. As opposed to the penal solution or the civil conflict that are activated when the advertising business becomes an illicit activity, the sector has been endowed of a selfregulation instrument, the Jury of Advertising Ethics, in which have been implied voluntarily advertisers, companies, media and authors, in order to fix some rules of fair game and to define, with the help of having authorised jurists, the environment of the advertising licitness. Until November of the 2000 the Jury had almost received four hundred reclamations, essentially for violation of the principle of truthfulness.