RELEVANTASPECT
(pag. 116-121)
Responsible andquality
advertising for all
As stated in theResponsibleAdvertisingPolicyof
Atresmedia
, theobjec-
tiveof
AtresmediaPublicidad
is tooffer thebest communication service
to its advertisers - oneof the company’smain stakeholders.
To that end, thework undertaken by
Atresmedia Publicidad
is based on
three fundamental principles: guaranteeing thequalityof theproduct of-
fered; improving customer service; and innovating in the advertising en-
vironment.
However,
AtresmediaPublicidad
has also takenon a role of contributing
to and leading the process to improve advertising activity and television
as anadvertisingmedium. Consequently, various actionsweredeveloped
in 2013with a view to upholding the principles that steer the activity un-
dertakenby
AtresmediaPublicidad
.
Promotionof transparency, effectiveness and
innovation in commercial communication
__
In 2013,
Atresmedia Publicidad
signed a best practices agreement
with theAsociaciónEspañoladeAnunciantes (SpanishAdvertisers’
Association) to actively contribute to greater transparency and ef-
fectiveness in the advertisingmarket. Furthermore, the first global
studywas carried out with Kantar MediaWorldpanel on the effec-
tiveness of television advertising, which showed that advertising is
[G4-26 ]
Infigures
Nº of legal consultations
. . . . . . . . . . . . . . . . .
153
Nº of copy advices
. . . . . . . . . . . . . . . . . . . . .
677
Nº of infringements
. . . . . . . . . . . . . . . . . . . . .
16
Fines onTV advertising
. . . . . . . . . . . . .
€ 780,233
Fines onother advertising
. . . . . . . . . . . .
€ 1,000
Valueof free spots for NGOs
. . . . . . .
€5,542,630
Valueof free radio slots for NGOs
. . . .
€4,697,455
Our vision
_ To promote transparency, effectiveness and innovation in commercial com-
munication.
_ To encourage self-regulation in the sector.
_ To strengthenquality controls.
_ To foster responsible advertising.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
116
