Publication: Radiografía de la ética publicitaria en España. Análisis de las resoluciones de Autocontrol desde 1995 a 2016. Revista Pensar la Publicidad (2018)
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Date
2019
Authors
Pellicer Jordá, María Teresa
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Publisher
Universidad Complutense de Madrid
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DOI
https://doi.org/10.5209/pepu.65028
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info:eu-repo/semantics/article
Description
© 2019, Universidad Complutense de Madrid.
This document is made available under the CC-BY 4.0 license http://creativecommons.org/licenses/by /4.0/
This document is the published version of a published work that appeared in final form in Pensar la Publicidad.
Abstract
La presencia constante de la publicidad en la vida de los ciudadanos y su creciente influencia
en la configuración de los modelos y estilos de vida da lugar a la necesidad de abordar la realidad del
mundo publicitario desde el punto de vista ético. Es esta la intención y el objetivo de este artículo
de investigación, en el que tratamos de radiografiar el panorama de la ética publicitaria en España, a
través del análisis exhaustivo de los dictámenes de Autocontrol, organismo encargado de dirimir los
dilemas éticos en este sector. La investigación comprende el periodo 1995-2016 y arroja conclusiones
interesantes, tales como que los incumplimientos éticos más frecuentes hacen referencia a los principios
de legalidad, veracidad y buena fe o que a partir del año 2003 crecen considerablemente el número de
reclamaciones presentadas ante este organismo. Otras de las conclusiones más significativas que se han
derivado de este estudio ha sido que no existe un criterio común por parte del Jurado de Autocontrol de
cara a pedir el cese o la rectificación de una publicidad y que el dictamen más frecuente es la rectificación
del anuncio. Además, se ha observado una creciente preocupación social por la ética publicitaria, ya que
los agentes que más reclamaciones presentaron fueron las asociaciones, federaciones y organizaciones
de consumidores.
The constant presence of advertising in the lives of citizens and their growing influence on the configuration of models and lifestyles gives rise to the need to know the reality of the advertising world from the ethical point of view. This is the intention and the objective of this research article, in which we try to x-ray the panorama of advertising ethics in Spain, through the exhaustive analysis of Autocontrol opinions, who resolving ethical dilemmas in this sector. The investigation covers the period 1995-2016 and yields interesting conclusions, such as that the most frequent ethical breaches refer to the principles of legality, truthfulness and good faith or that since 2003 the number of claims filed with this body has increased considerably. Another of the most significant conclusions has been that there is no common criterion in the Autocontrol Jury in order to request the cessation or rectification of an advertisement and that the most frequent opinion is the rectification of the advertisement . In addition, there has been a growing social concern for advertising ethics, as the agents that presented the most complaints were associations, federations and consumer organizations
The constant presence of advertising in the lives of citizens and their growing influence on the configuration of models and lifestyles gives rise to the need to know the reality of the advertising world from the ethical point of view. This is the intention and the objective of this research article, in which we try to x-ray the panorama of advertising ethics in Spain, through the exhaustive analysis of Autocontrol opinions, who resolving ethical dilemmas in this sector. The investigation covers the period 1995-2016 and yields interesting conclusions, such as that the most frequent ethical breaches refer to the principles of legality, truthfulness and good faith or that since 2003 the number of claims filed with this body has increased considerably. Another of the most significant conclusions has been that there is no common criterion in the Autocontrol Jury in order to request the cessation or rectification of an advertisement and that the most frequent opinion is the rectification of the advertisement . In addition, there has been a growing social concern for advertising ethics, as the agents that presented the most complaints were associations, federations and consumer organizations
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Citation
Pensar la Publicidad. Número 13 2019: 227-242
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