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Los límites éticos de la publicidad: el jurado de autocontrol de la Publicidad como paradigma de buenas prácticas

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Author(s)
López Jiménez, David
Keywords
Comunicación
Consumidores
Ética
Communication
Consumer
Ethics
Jury of the advertising
Advertising

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URI
http://hdl.handle.net/20.500.12424/109711
Online Access
https://idus.us.es/xmlui/handle/11441/36184
http://hispana.mcu.es/es/registros/registro.do?tipoRegistro=MTD&idBib=26908339
Abstract
La publicidad representa un fenómeno característico de la sociedad actual que ha incrementado su actual trascendencia social y económica y presumiblemente así acontecerá en el futuro. Así, entre otros aspectos, estimula el crecimiento y la innovación, impulsa la competitividad, combate los abusos de posición dominante, y amplía las posibilidades de elección del consumidor. Para cumplir esta importante misión, la publicidad debe disfrutar de un alto nivel de confianza por parte de este último. A tal fin, es necesario que la misma sea veraz, legal, honesta y leal. Por ello, en beneficio de toda la sociedad, es preciso que la publicidad en general esté regulada. Existen dos opciones, que no son excluyentes sino complementarias, a saber: la regulación normativa –o heterorregulación- y la autorregulación –o disciplina de la propia industria-. Esta última propugna la vigencia de la ética en la publicidad. En este sentido, existen entidades, como Autocontrol, que han aprobado un elenco significativo de códigos deontológicos –en diferentes áreas de la publicidad- cuya aplicación está en manos del Jurado de la Publicidad que constituye el mecanismo preferente para la resolución de controversias publicitarias en España –por encima, incluso, de los tribunales de justicia-.
The advertising represents a phenomenon typical in today’s society that has incremented its current social and economic importance, and presumably this will continue in the future. Thus, among other things, it encourages growth and innovation, boosts competitiveness, combats abuse of the dominant position, and expands consumer choice. To reach this important mission, the advertising should enjoy a high level of confidence of the latter, and it’s necessary to be truthful, legal, honest and loyal. Therefore, to help the hole society, it’s required the advertising in general to be regulated. There are two options, which are complementary and not exclusive: normative regulation, and the self-regulation or discipline of the industry by itself. The latter supports the validity of ethics in advertising. In this sense, there are entities, like Self-regulation, that have approved a significant list of deontology codes in different areas of advertising. The application is in the hands of the advertising jury, and this is the preferred mechanism for the resolution of advertising disputes in Spain, over even, the courts of justice.
Date
2016-02-22
Type
info:eu-repo/semantics/conferenceObject
Identifier
oai:hispana.mcu.es:26908339
https://idus.us.es/xmlui/handle/11441/36184
http://hispana.mcu.es/es/registros/registro.do?tipoRegistro=MTD&idBib=26908339
Copyright/License
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Collections
Protestant Ethics

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