Influencers with a large number of followers in the limelight Ministry of Consumption. Department who is driving Alberto Garzon performed A investigation on major platforms social networks to identify possible cases of hidden advertising. Tracking resulted in posting “Penalty warnings” confirming to major communicators that they “spread advertising messages without the corresponding warning that they are advertisements” for those who take some kind of consideration”.
As reported by the Ministry, the General Sub-Directorate of Inspection and Sanctions Procedure (SGIPS), affiliated to the General Directorate of Consumption, via the Internet Observatorywas in charge of executing. “a big crawl” by video channels online. This department explains that the business activity carried out by such public profiles of particular importance does not yet have a specific regulation in force in Spain.
Consumption detected an average of 77.75% non-compliance with the requirement to detect advertisements.
So much so, that the Consumer authorities are the authorized persons for “the surveillance of them wherever they can be seen”. affected the interests of consumers“. As a preliminary result of this scan, SGIPS detected an average of 77.75% non-compliance with the obligation to identify posts with advertising content.
stop in your behavior
after researchConsumption got in touch “with potentially infringing public profiles” – the ministry does not specify how many – and urged them to “stop their behavior” and also provided them with a “Code of Conduct for Use”. Advertising Influencers’. Of course, without prejudice to the “possibility of initiating disciplinary proceedings in your case”.
Public profiles that receive the notificationthey say from the ministry, “it has a special impact on consumers (in terms of followers and views) and especially children, sector most vulnerable to commercial communications”.
content creators
Among the reportedthere influencers with over ten million followers and managers and/or influencer kids educators i.e. content creators underage content. According to the Unfair Competition Law, unfair commercial practices are informational practices that include communications made to promote a good or service, without being explicitly stated in the content, and payment to a businessman or professional for such promotion (through clearly identifiable images or sounds) is advertising content.
In these cases, specify the department headed by Alberto Garzón, HE influencers It can be considered as a subject of violation regardless of whether the advertising company is also involved.for participating in confidential commercial communications.
royal decree
Ministry of Consumption In March 2022, a royal decree was issued regulating food and beverage advertisements for minors and, as a novelty, prohibiting interested persons, athletes or professionals from engaging in children’s programs in communication. those who advertise healthy and unhealthy consumption. However, various organizations have criticized various ministries for “blocking” the continuation of regulation.
Another recent report by Gasol Foundation In collaboration with the ministry, it shows that 40% of minors exposed to fast food advertisements eat more than two days a week. Study analyzes How does food and drink affect advertising? unhealthy consumption habits of children and adolescents.
worse diet
Also to investigate the relationship between childhood and adolescence eating habits, screen use by minors and socioeconomic status of families. One of the most striking results is that exposure to advertisements for three or more unhealthy products means more frequent consumption of soft drinks, pastries and industrial pastries. savory snacks, sweets and energy drinks.
Specifically, the study shows percentage of minors not exposed to publicity and the rate of those who consume more than two days a week is 26.3%. On the other hand, among those exposed to such advertisements; the figure reached 39.6% with an increase of 50.57%.