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Calidad Revistas Científicas Españolas
VOL.
27(3)/
2014
Author / Clara MUELA MOLINA Profesora de Estrategias Creativas en Publicidad. Universidad Rey Juan Carlos. Facultad de Ciencias de la Comunicación. 28943 Fuenlabrada, Madrid
Author / Salvador PERELLÓ OLIVER Profesor de Metodología de la Investigación Social y Estructura Social Contemporánea. Universidad Rey Juan Carlos. Facultad de Ciencias de la Comunicación. 28943 Fuenlabrada, Madrid
More authors:  1 2
Article / Advertising self-regulation. A comparative analysis between the United Kingdom and Spain

Abstract /

Based on the criteria and parameters considered decisive by the European Union for an effective self-regulation model in advertising, this work carries out a comparative analysis between the advertising self-regulation systems in the United Kingdom and Spain. Setting the British system as a benchmark due to its effectiveness, the main objective of the study is to identify the strengths and weaknesses of the Spanish system in terms of independence, effectiveness, funding and coverage. In line with the best practice model and in view of the results obtained, certain improvement tools are proposed within a framework of an independent and proactive body.

Keywords /

Self-Regulation, advertising, ethics, best-practice model, comparative analysis

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