Objetives

1. An Evaluation of Spain´s Advertising Self-Regulatory SystemA Content Analysis of AACC Cases (2005 to 2009)Mercedes Medina School of CommunicationUniversity of NavarraSoontae AnA.Q. Miller School of Journalism and Mass CommunicationsKansas State University

2. Objetives • To examine recent review activities of the AACC (2005-2009) • To look at the historical evolution of AACC activities • To compare it to the activities of its U.S. counterpart, the National Advertising Division (NAD)

3. II. About the AACC • Autocontrol existed since 1977. • AACC is one of the entities authorized by Red.es • It has signed self-regulatory agreements in different fields: Television Advertising, Confianza Online and Videogame Advertising. • AACC is a member of the European Advertising Standards Alliance. • Purposes: • a) to ensure that advertising constitutes a particularly useful instrument in the economic process, • b) to ensure respect for ethics in advertising and • c) to protect consumers´ rights. • 250 members: • all the television broadcasters and other media, • more than a hundred advertisers, • thirty advertising agencies, and • main advertising associations.

4. EASA members Advertising self-regulation organizations

5. Challenger Jury Advertiser Plenary Session III. Procedure Consumer associations Competitors The public AACC monitoring.

6. IV. Method • From January 2005 until May 2009 there were 683 filed cases: • 22 mediations, • 531 claims solved by the Jury and • 129 solved by the Plenary Session. • We analyzed cases that were in the online monthly newsletters: 545 • Each case was coded based on the following criteria: • 1) product category, • 2) challenger type, • 3) media type, • 4) AACC response, • 5) advertiser response, • 6) codes and laws, and • 7) basic principles.

7. V/1 Results

8. V/2 Results Table 2. Media Type

9. V/3 Results Table 3. Challenger Category * Better Business Bureaus

10. V/4 Results Graph 4. AACC Evaluation AACC 2005-2009

11. V/5 Results Graph 5. Responses by Advertisers AACC 2005-2009

12. V/6 Results Table 6. Code or law AACC 2005-2009

13. V/7 Results Table 7. Basic principles

14. VI. Conclusions • The volume of work of the AACC has increased over the years • Product categories handled by the AACC were quite different from the NAD, pointing out several major industries of the two nations. • The challenger category showed the biggest difference between the AACC and the NAD. • AACC was actively handling cases on truthfulness and good taste, which is in contrast to its U.S. counterpart. • AACC has become responsible for controlling television content.

15. Number of cases Number of copy advices Number of cases and copy advices 7.198 843

16. VII. Limitations and further research • A more recent case study on NAD activities will provide a clearer picture of the NAD’s performance and allow a more accurate comparison to the AACC in recent years. • The current study prompts us to engage in more scholarly attention to the evaluation of different types of self-regulatory systems around the world.

17. Thank youMercedes Medinammedina@unav.esSoontae Ansoontae@ksu.edu