adr awareness-raising through advertising. autocontrol-spain
TRANSCRIPT
ADR awareness-raising through advertising.AUTOCONTROL-Spain
Jose Domingo Gómez CastalloDirector General AUTOCONTROLADR Fair29th SeptemberADR Assembly-European Commission
AUTOCONTROL:an ADR specializedin advertising
BASICS ABOUT AUTOCONTROL
452 64 51 35
ADVERTISERS MEDIA GROUPSAGENCIES INDUSTRY ASSOC.
▪ Independent advertising self-regulatory organisation (SRO) in Spain, established in 1995 as a non-for-profitassociation. AUTOCONTROL is member of EASA, the European Advertising Standards Alliance, and ICAS, InternationalCouncil for Ad Self-Regulation.
▪ Its goal is to work for a responsible advertising: truthful, legal, honest and loyal.▪ 600 direct members and around 4.000 companies participating in the advertising SR system. These companies represent
around the 70% of the advertising spend in Spain.▪ Enforces the AUTOCONTROL Advertising Code of conduct + 21 advertising sectoral codes of conduct.▪ Has signed 24 Collaboration Agreements with regulators & public administrations in order to monitor advertising (some
in specific sectors) (I.e. Ministry of Consumers Affairs, Ministry of Health, Audiovisual regulator, Bank of Spain, etc.).
Complaints handling
Advertising
Copy Advice®
Deontological advice
Web Advice®
Advertising
Advertising Jury(handles nationaland Europeancross-bordercomplaintsmanaged byEASA’s network)
Internet Domainesrecovery system
Telecom Data ProtectionMediation system
AUTOCONTROL – Fenin trust mark
Previous advice
Other services
Monitoring
CSR certificate
Confianza OnlineTrust mark
Data Advice®
Cookie Advice®
Web Advice®
Data protection & privacy
Data protection & Privacy
Data protectioncomplaints system
Training
AUTOCONTROL
ACTIVITY
Written advice onadverts compliancebefore its disseminationrequested by agencies, advertisers or media.
Delivered in 3 days(some exceptionsapply).
Spanish SROs: Copy Advice®AUTOCONTROL: COPY ADVICE® (I)
The decisión could be appealed to the Jury
Copy Advice®
Legal and deontological consultations
Advice, queries and reports on Cookie Advice®, Data Advice® and Web Advice®
Spanish SROs: Copy Advice®2
AUTOCONTROL: COPY ADVICE® (II)
+42,000 ad campaignsreviewed in 2020
▪ Independent out of court body in charge of adjudicating complaints against commercial communications.It has became the preferred out-of-court dispute settlement mechanism in Spain for advertising issues.Free for consumers and public administrations.
▪ Its decisions are binding for AUTOCONTROL's members and companies adhered to codes of conductenforced by AUTOCONTROL.
▪ Fully composed of independent experts in Law, Commercial Communications and Consumers Protection.25% of its members appointed by the Ministry of Consumer Affairs.
▪ More than 4,500 advertising cases have been settled by the Jury since 1996.
▪ All complaints are solved quickly (average of around 14 days vs. average of 1 year in courts).
Spanish SROs: Advertising Jury2
AUTOCONTROL: ADVERTISING JURY (I)
MEDIATION REQUEST
COMPLAINT
NOTIFICATION TO THE
ADVERTISER
THE ADVERTISER SUBMITS
DEFENSE ALLEGATIONS
ACCEPTANCE OF THE
COMPLAINT BY THE
DEFENDANT
ACCEPTANCE REPORT
SENT TO THE
COMPLAINANT
AGREEMENT DISAGREEMENT JURY’S DECISION
NOTIFICATION TO THE
PARTIES
APPEAL
NOTIFICATION TO
THE OTHER PARTY
FINAL JURY’S DECISION
SENT TO THE PARTIES
PUBLICATION ON THE
WEBSITE AND
NEWSLETTER
AUTOCONTROL: ADVERTISING JURY (II)
NOT APPEAL
If a non member rejects to participate, the Jury
releases a deontological opinion and the case is
referred to Authorities
CASE CLOSED
Cases Decisions issued by the Advertising Jury
Spanish SROs: Advertising Jury2
AUTOCONTROL: ADVERTISING JURY (II)
About 5,000 cases solved by theJury since 1996 (around 25,000 complaints)
AUTOCONTROL: ADVERTISING JURY (III)
AUTOCONTROL´sAdvertising Jury was the 1st private organization beingrecognized as ADR in Spain
Autocontrol consumers awareness campaign: a good example of ADR awareness-raising through advertising
EC GRANT APPLICATION BASICS
▪ Eligible action for the grant application: development of a consumer information campaign duringthe second semester of 2020 that takes adventage of AUTOCONTROL and its members expertise andactivity related to advertising.
▪ Grant: The EU supported the Action financially
▪ Total budget cost for the action:
▪ € 165.484,18. to cover the expenses related to production of the materials to deliver to themedia. The EU funded nearly 36%, equivalent to € 60.000.
▪ Creativity, media planning and ads publication or broadcasting by media was on pro bono basis(free of charge)
on the Advertising Jury as an ADRAs an out-of-court mechanism for resolving complaints accredited as ADR that can provide them with afast, simple, efficient, free-of-charge procedure to complain against illicit pieces of advertising.
on the ad industry commitment to responsible ads
OBJECTIVES OF THE ADR AWARENESS CAMPAIGN
❑ To raise awareness:
and the existence of an advertising self-regulation organism (SRO) that acts a safeguard of that commitment.
❑ To respond to the EC challenge to EASA, in 2005, to increase consumers awareness on theSRO´s advertising Juries and procedures to deal with complaints on advertising,
Briefing & story board
AUTOCONTROL presented the briefing of the campaign to the selected creative agency and worked with them in the
development of the materials storyboards. *This work was assumed free of charge by the agency, therefore this concept was not
included in the budget.
Creative and media agencies selection
AUTOCONTROL asked for non-paid collaboration of the creative agencies
members of AUTOCONTROL for the creative design of the campaign,
(becoming the chosen one TBWA) and the media agencies for the strategy and media
planning of the campaign (YMEDIA was chosen).
DEVELOPMENT OF THE ADR AWARENESS CAMPAIGN (I)
The campaign wassuccesfully launched
Media planIn parallel, Ymedia, the media agency
presented its draft media plan with placement of the campaign in the media mix strategy.
Was approved and sent to the media.
Final artsTBWA developed the final arts of the
campaign (audio-visual pieces and graphic materials).
DEVELOPMENT OF THE ADR AWARENESS CAMPAIGN (II)
The awareness campaign was broadcasted in media throughout the summer period.
Most of media communication members of AUTOCONTROL and some others non-
members, cooperated actively on this project through the free-of-charge broadcasting on
the respective media.
!
▪ The first message is that throughout life there are always people, institutions or groups in charge ofproviding care to individuals.
▪ Then, it intends to establish a parallelism between this reality and what happens in the advertisingsector,▪ where companies proactively try to ensure that consumers receive legal, loyal, truthful and
honest advertising,▪ And, in case of breaches of the rules, consumers can count on a self-regulatory organization
that has set up an independent, free & reliable ADR.
campaign concept
ADR AWARENESS CAMPAIGN CONCEPT
Autocontrolwww.autocontrol.es
“We take care of ads to take care of you. 25years ago advertisers, agencies and mediacreated AUTOCONTROL to take care of you andmake the advertising you receive is loyal,truthful, honest and legal. We have reviewedmore than 250,000 advertisements, resolvedmore than 4,300 cases and today we handlecomplaints about data protection andadvertising”.
campaign media
ADR AWARENESS CAMPAIGN MEDIA
RESULTS OF THE ADR AWARENESS CAMPAIGN
▪ The campaign widely reached all the main indicators stated when it was planned.
▪ The quantification of the total target of the campaign in all media was 39,579,000 euros.
▪ The economic investment in these media would have been 23,064,838 euros.
▪ In terms of coverage the total was 98,1%.
ESTIMATED VALUE MARKET MEDIA INVESTMENT OF
3MM€
▪ Action granted: creation and publication of training modules for consumers on advertising and dataprotection taking advantage of AUTOCONTROL´s experience:
i. in advertising and data protection legislation and codes of conduct;ii. in handling consumer complaints (as ADR)iii. and as a trainer.
▪ Through this modules, consumers will be able to access to basic information on the regulation ofadvertising and data protection, as well as know how to exercise their rights, especially through theAdvertising Jury (ADR): fast, effective and free procedure to complain against incorrect advertising.
▪ The proposal consists of four modules, each of them divided in several training animated video pills (22videos in total of around 4 minutes each) available free of charge on the AUTOCONTROL website. It wasreleased on September 14th.
2021 NEW INITIATIVE: CONSUMERS TRAINING ON ADVERTISING &
DATA PROTECTION REGULATION AND SR (I)
2021 new initiative: consumers training on advertising& data protection regulation and SR (I)
Thank you
www.autocontrol.es
+34 91 309 66 37
José Domingo Gómez CastalloDirector General AUTOCONTROL