Annual And Corporate Responsibility Report 2017

Self-regulation Atresmedia is concerned to practise an ethical form of marketing communication and to protect the rights of the public – children in particular (for further information about child protection initiatives, go to Child protection). The Group remains firm in its commitment to responsible advertising and audiovisual content by subscribing voluntarily to a wide range of codes of ethics and conduct that go beyond strict regulatory compliance and form the basis of our advocacy for self-regulation by the industry. Atresmedia Televisión is an active and founding member of Autocontrol, Spain’s association for the self-regulation of commercial communications. This forum works towards enhancing compliance with advertising and competition laws and regulations and strengthening the assurances pro- tecting advertisers, television channels and consumers. Self-regulatory codes signed by Atresmedia and date of effect Code of Conduct on Commercial Communications of Gambling Activities (2012) Self-Regulatory Code on Food Advertising Targeting Young People, the Prevention of Obesity and Promotion of Health (2010) Self-Regulatory Code on Advertising Toys to Children (modified in 2010) Self-Regulatory Code on Advertising for Spanish Brewers (2009) Self-Regulatory Code on Wine Products (2009) Self-Regulatory Code on SMS Marketing (2009) Self-Regulatory Code of the Spanish Federation of Alcoholic Beverages (FEBE) (2006) Atresmedia Publicidad highlight activities in 2017 Television Atresmedia knows full well the power of new advertising formats, such as branded content, and has therefore optimised the use of its platforms in order to offer innovative spaces that have a real impact for advertisers. Key actions and initiatives with advertisers were as follows in 2017. Los Hygge, una pareja muy natural was shown on laSexta as a docu-reality show sponsored by Arla. The campaign involved a total of six programmes on laSexta, teasers and other advance publicity and a press conference that enjoyed considerable press coverage. The show content had its own microsite and was included on Atresplayer, shown on social networks and featured an ambitious activation plan. In April, Amstel premièred El Pelotari and la Fallera at the Callao cinemas in Madrid. Directed by Julio Medem and starring Asier Etxeandia and Miriam Giovanelli, the short film was also shown during prime time on Atreseries, accompanied by teasers and advances. There was also a special programme covering the première of the film at Callao cinemas. | 58 |  5. WHAT DO WE DO? ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017