One of the main criticisms made of influencers and how they relate to brands is that, despite the recommendations and the entry into force of regulations and recommendations, they still continue to do covert advertising on a massive scale. According to some statistics, 9 out of 10 influencers do so . Gambia Email List Their updates are full of mentions of brands and products that are served as an organic element, but that are actually promotional messages and should be identified as such. But the truth is that influencers are not the only ones who drag this bad practice, although they are the ones who usually stand out when it comes to talking about it. Televisions, despite the fact that fines are much more common in their cases and despite the fact that consumer complaints are much clearer, they also repeatedly fall into the trap. In recent days, the CNMC has imposed fines on the two large private television groups in Spain. One of them has been to Mediaset, sanctioned with 49,000 euros for changing the programming without anticipating the change.

The law prohibits changing the programming – as long as it is not for a reason of interest or information derived from the live – without giving three days’ notice. In the case of Telecinco, and despite the title of the program with which the broadcast was changed ( Survivors: Last Hour Special ), it does not fit into that criterion, according to the CNMC. Atresmedia, fined for concealed advertising of a roscón The other fine has been to Atresmedia and it is much more substantial. It is because the lack is in advertising terms. In the press release announcing it, the CNMC explains that it has sanctioned the television group “with 183,220 euros for the violation of article 18.2 of the General Law on Audiovisual Communication.” That is the article that typifies the so-called “prohibited commercial communications” and that makes Atresmedia have committed a serious offense. According to the Commission, on January 2, Atresmedia broadcast a promotion of the El Corte Inglés roscón de Reyes on both Antena 3 and La Sexta in different time slots.

The promotion of the roscón was interspersed with the self-promotions of the subscription to its VoD service, but they were not clearly marked as such. Television advertising must be marked as such, so that the viewer is clear that they are seeing an ad and not organic content. According to the CNMC, covert advertising meets three requirements. It is included in a program, which is said to be for publicity purposes and may “mislead the public as to the nature of the insert.” Atresmedia can appeal the sanction of the CNMC, but even so this is not the first time that it has been sanctioned for including this type of message in its content. The list of fines was, about two years ago, quite high.

Nor is Atresmedia alone in this type of situation and the other televisions have also received sanctions for using this type of advertising format. Mediaset, especially with Telecinco, has its own in its history . Why do televisions continue to use the format And if it is clear that the practice is illegal and that the CNMC is going to fine it, why do the televisions continue to carry out covert advertising and continue to use extremely confusing formats when they publish messages from the brands? Covert advertising is more common than it should be, and the lines between so-called product placement and this format are sometimes too blurry. Possibly, televisions continue to fall into these formats because, in the final count, they pay off.

The situation in which television is right now – with the brutal competition of streaming, the fall in viewers and the advertising crisis derived from it and accentuated by the one generated by the coronavirus – also makes the context favorable. When you need to find sources of income yes or yes, you are more likely to accept more almost anything, without thinking about how you are mortgaging the future and the reputation in that way. Because the consequences of using covert advertising are not only in the tangible and in the CNMC fines. They are also in the intangible and the reputation that these giants have for consumers.

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