Executive Summary - CR 2014

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ATRESMEDIA | EXECUTIVE SUMMARY — CORPORATE RESPONSIBILITY 2014 | 35
Responsible and high quality advertising
In figures 2013 2014
No. of legal consultations 153 139
No. of copy advices 677 772
No. of violations 16 7*
Fines for TV advertising € 780,233 € 0
Fines for advertising on all other media € 1,000 € 0
Opportunity cost of broadcasting advertising slots on TV, for NLEs** € 5,542,630 € 3,044,000
Opportunity cost of broadcasting advertising slots on radio, for NLEs ** € 4,697,455 € 3,494,228
* Pending resolution
** NLEs: Non lucrative Entities
Atresmedia Publicidad, aware of its responsibility to society, has from the very start maintained
solid ethical principles that it applies to its daily work and that result in responsible and high qual-
ity advertising.
This policy, of leading through the process of improving and innovating advertising activity and
television as a media, was put into practice in the following areas of action in 2014:
To promote transparency, effectiveness and innovation in
commercial communications
In collaboration with Tres14research, in 2014 Atresmedia Publicidad published the First Study
on Multimedia Advertising Efficiency, which measures the effectiveness and profitability of the
different media when generating advertising recognition. Besides, Atresmedia Publicidad and
Atresmedia Digital have created AtresmediaLab, a laboratory for innovation and technology
applied to advertising, which was created to respond to the demands, needs and opportunities
offered by the new multi-screen advertising opportunities (mobiles, online video, mobile market-
ing, social media, connected television, among others).
Also, The Virtual Advertisers’ Office ) has been launched,
whose function is to deal with and resolve customer incidents or complaints, involving all areas of
the organization and acting independently of the daily business management.
To enhance the industry’s self-regulation
In 2014, the main change was the signing of an agreement between the Ministry of Health, Social
Services and Equality (Ministerio de Sanidad, Servicios Sociales e Igualdad) and the Association
for Self-Care in Health (Asociación para el Autocuidado de la Salud y Autocontrol) on the adver-
tising of medicines for human use in order to ensure the truthfulness, clarity and objectivity of
these commercial communications and ensure that all conditions imposed by the legislation in
this matter are fulfilled.
OUR
VISION
1. To promote transparency, effectiveness and innovation in
commercial communications.
2. To enhance the industry's self-regulation.
3. To improve the effectiveness of the quality controls.
4. To encourage social commitment from the advertisers.