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ATRESMEDIA
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EXECUTIVE SUMMARY
— CORPORATE RESPONSIBILITY 2014
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36
More effective quality control
All
Atresmedia
advertising content is subject to strict control prior to its broadcast, which ensures
compliance with the law and the self-regulation codes it has signed up to.
On the one hand, there is control of the content by the Broadcasting and Commercial depart-
ments and by the Autocontrol organisation, successively. Added to this triple filter are another
three time controls which ensure that the legal maximums are not exceeded.
In the event of incidents, the Quality Control Committee is responsible for evaluating these and
undertaking the actions necessary to solve them and prevent them from occurring again.
The effectiveness of this control system is evidenced by the considerable reduction in cases
opened in 2014 (three) and in potential violations (seven). These are also pending resolution and
have not entailed a financial penalty.
2012
2013
2014
No. of cases
6
10
3
No. of violations
27
16
7
2012
2013
2014
Fines due to violations in television advertising (euros)
222,657
780,233
0
Fines due to violations in advertising on other media (euros)
0
1,000
0
TOTAL
222,657
781,233
0
Encouraging social commitment from the advertisers
Atresmedia Publicidad
encourages advertisers to exercise their social commitment by participat-
ing in the Group’s different Corporate Responsibility campaigns as:
El Estirón
,
Ponle Freno
,
Con-
stantes y vitales
,
Objetivo Bienestar
and
Hazte Eco
, as well as in the initiatives from
Fundación
Atresmedia
.
In addition, in 2014
Atresmedia
made available more than 22,000 seconds of television advertis-
ing space to NGOs and non-profit organisations (valued at 3 million euros) and more than 1,300
adverts (valued at more than 3.5 million euros).
“The relationship between Central Lechera Asturiana and Atresmedia goes back
many years. For us it is very important to be able to get our message across
through a communications group that prioritises quality in both its content and
its formats and that also has values that coincide with our brand.
The commitment of this communications group to CSR as a basic principle of the
company is important. This is apparent in both the development of high quality
and gender diverse content, and in the actions that it runs in parallel in different
areas such as “Ponle Freno” and “El Estirón”.
Atresmedia is a communications group that, both before its merger with laSexta
and afterwards, has been able to understand society and evolve quickly in order
to adapt to new changes, to the new interest groups, and this has allowed it to
become the leading communications group in our country”.
Jose Armando Tellado
General manager of CAPSA FOOD (Central Lechera Asturiana, Larsa y Ato)