The Official College of Advertising and Public Relations of the Valencian Community presents a new Advertising and Public Relations Code of Ethics developed in collaboration with major sector organizations. With emerging digital tools and formats, along with evolving platforms and societal and environmental challenges, there is a clear need to review codes of conduct to promote good practice, protect clients, and safeguard consumers.
In the Valencian Community, ethological standards apply to any activity that promotes contracts for goods or services, builds brands or trade names, or shapes attitudes through advertising and public relations communications. The new ethical rules are organized into eleven articles covering performance, client and professional relationships, fundamental principles of advertising and public relations, originality, accuracy, protection of minors, and the elimination of bad practices.
Alongside the regulatory framework, an annex presents ten commandments related to artificial intelligence as it applies to the advertising and relations sector. The school recognizes the significant potential impact of this technology on society, and the supplement provides a practical starting point for sector-wide progress.
The event began with a warm welcome to all participants, followed by the presentation of the Code and the representatives who contributed to the process. After the formal photo, a roundtable featured qualified speakers who shared challenges and experiences from organizations embracing ethical awareness. Key voices included Chacho Pueblaco, founder and creative director of Felicidad; Alex Rubio, Manager of Twelfhundred; Ramon A. Feenstra, author of Advertising Ethics; Antonio Traugott, general director of the Faculty of Marketing and Communication of Catalonia; and Marta Chillarón of Las Naves – Center d’Innovació. They discussed the digital era’s challenges and practical business lessons. The roundtable also included statements from other sector leaders, such as affiliations with CEU UCH and Universitat d’Alacant as prospective partners, and participation from associations like ADCV and Dircom, along with actors from Castellón and the Mediterranean market who share the event’s spirit.
Autonomous Secretary of the Presidential Cabinet and Generalitat Communications, José Manuel Cuenca, opened the signing of the document, joining the college president, Juanvi Falcó, in endorsing the code. Representatives from organizations including Corporació Valenciana de Mitjans de Comunicació – À punt, the Consell de l’Audiovisual de la Comunitat Valenciana, and regional marketing and educational bodies joined the ceremony, confirming a broad coalition. Academic patrons present at the event, such as CEU UCH and Universitat d’Alacant, expressed their support and are in the process of joining. Friendly industry groups like ADCV and Dircom also attended, underscoring the collaborative spirit, along with the Valencia City Council’s Communications Department represented by Julio Aguado. These participants reflect a shared commitment to ethical standards and responsible communications in the region.
Official College of Advertising and Public Relations of the Valencian Community
The college exists to represent and regulate the profession, defend practitioners’ activities, and uphold professional ethics. Since its founding in 2001, it has served as the voice of the profession before public administrations and supports ethical practices that protect citizens. The organization also collaborates with non-profit bodies to advance humanitarian action. Each year, it hosts a range of events, including trainings, inspiring talks, and industry patronage, with Effective Communication Day scheduled to take place on November 15 in 2023, among other initiatives.
Note: this summary reflects the ongoing efforts to strengthen ethical standards and provide a clear framework for responsible advertising and public relations in the Valencian Community.
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