La autorregulación como mecanismo de control ético de la creatividad publicitariael Copy- Advice

Résumé

Advertising is subject to the observation of a series of laws and standards regulating the relationships between the parties involved: advertisers, agencies, the media and consumers. Furthermore, professionals in the sector, in an attempt to raise public awareness of the ethical dimension of their professional activity, support self-regulation as a complementary measure. Whilst those comprising an agency�s creative team are not the only ones responsible for the content of advertising, and thus for its observance of ethical standards, they do form the visible actors in this communication process, since it is their responsibility to codify the messages which reach the public. The very nature of the creative act implies that standards are seen as limitations rather than as guidelines. In this paper, we present a consideration of the viability of regulating advertising without such regulation undermining the creativity of the advertising product, placing special emphasis on the role of self-regulation via an analysis of the results obtained by the Copy-Advice service offered by this organisation.