Media, agencies and advertisers ask the Government to negotiate a “balanced and proportional regulation” of advertising



The platform ‘Publicidad, Sí’ has asked the Government to address “an urgent dialogue with the communication sector to design a balanced and proportional regulation.” This platform, made up of 19 companies and organizations that bring together the media, advertising agencies, advertisers and users, has drawn up a manifesto with the slogan ‘For the future of advertising’.

The manifesto includes a decalogue in which they ask to support “the sustainability of the media, one of the most regulated sectors of Spanish society.” They argue that this sector “socially helps the most disadvantaged groups and is an engine of competitiveness that guarantees growth and the generation of value for companies.” And they demand “fair legislation in a regulatory context that places it at the forefront of innovation.” To do this, they ask the Administration to address “an urgent dialogue in line with the Government’s commitment to digitization.”

The organizations point out that the advertising sector is going through “a moment of change” marked by the digital reality, which is transforming business models. They explain that the sector generates “a business volume of more than 18,720 million, which represents 3.5% of the entire service sector in Spain”, on which “more than 100,000 jobs” depend on “almost 41,000 companies” in an industry. “worldwide recognized”.

“If we want the advertising sector to continue adding value to the Spanish economy and being an engine for generating employment, we need regulation that allows us to continue growing”, defends Lidia Sanz, general director of the Spanish Association of Advertisers (aea) and spokesperson for the platform ‘Publicity, Yes!’.

The platform is formed by the Association of Transformative Creativity Agencies (ACT), the Spanish Association of the Digital Economy (Adigital), the Spanish Association of Commercial Radios (AERC), the Association for Media Research (AIMC), the Association of Media Agencies (am), the Association of Information Media (AMI), the Spanish Association of Advertisers (aea), the Association of Advertising Film Producers (APCP), the Association of Information Magazines (ARI), the Communication Users Association (AUC), the Creative Club (c de c), the Open Editors Club (CLABE), the Professional Press and Multimedia Content Association (CONEQTIA), the Federation of Advertising and Communication Companies ( The FEDE), the Interactive Advertising Bureau Spain (IAB Spain), MEDIASET, the Mobile Marketing Association Spain (MMA), the Office for Justification of Diffusion (OJD) and the Union of Commercial Open Television (Uteca).

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