El proceso de la construcción del nuevo código de la publicidad infantil de juguetes (COPIJ)
- Martín Llaguno, Marta
- Francés Barceló, María Teresa
- Fernando Magarzo, María Rosario
- Navarro Beltrá, Marián
- Hernández-Ruiz, Alejandra
- Suárez-Villegas, Juan-Carlos (coord.)
Publisher: Sevilla : Ed. Edufora. Editorial Mad S.L., 2011
ISBN: 978-84-676-5833-0
Year of publication: 2011
Pages: 945-956
Type: Book chapter
Abstract
Since 1993 when the Spanish Association of Toy Manufacturers (AEFJ) and the Consumers Union of Spain (UCE) developed a Code of Ethics for Advertising Child, changes a) technology, b) sociocultural and c) legislation change have taken place. So, it an update was required. The COPIJ, the new Code of Advertising Children's Toys, is the product of a project, with a three phases methodology : literature review, proposal development, and discussion with experts. This communication presents this process and summarizes the most significant changes in advertising directed to children resulting from this new document.