{"id":111962,"date":"2020-10-09T14:23:16","date_gmt":"2020-10-09T12:23:16","guid":{"rendered":"https:\/\/ipmark.com\/?p=111962"},"modified":"2020-10-09T14:23:16","modified_gmt":"2020-10-09T12:23:16","slug":"codigo-sobre-el-uso-de-influencers-en-la-publicidad","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=111962","title":{"rendered":"El sector acuerda un c\u00f3digo sobre el uso de influencers en la publicidad"},"content":{"rendered":"<p><strong>El objetivo del <a href=\"https:\/\/ipmark.com\/wp-content\/uploads\/C\u00f3digo-de-Conducta-Publicidad-Influencers.pdf\">C\u00f3digo sobre el uso de influencers en la publicidad<\/a> es que los contenidos digitales o menciones realizadas por influencers que tengan naturaleza publicitaria sean identificables como tales para sus seguidores. El control de su cumplimiento\u00a0se ha encomendado a Autocontrol, el organismo espa\u00f1ol de autorregulaci\u00f3n publicitaria, que se encargar\u00e1 de resolver las eventuales reclamaciones que puedan presentarse por incumplimiento de las normas contenidas en el mismo.<\/strong><\/p>\n<p>El texto ha sido ha sido firmado por la Asociaci\u00f3n Espa\u00f1ola de Anunciantes (aea), Autocontrol, la Secretar\u00eda de Estado de Telecomunicaciones e Infraestructuras Digitales y la Secretar\u00eda de Estado de Digitalizaci\u00f3n e Inteligencia Digital, ambos dependientes del Ministerio de Asuntos Econ\u00f3micos y de Transformaci\u00f3n Digital, as\u00ed como con la Secretar\u00eda General del Ministerio de Consumo.<\/p>\n<h3>Objetivos del c\u00f3digo<\/h3>\n<p>El objetivo del C\u00f3digo es que los contenidos digitales o menciones realizadas por influencers que tengan naturaleza publicitaria sean identificables como tales para sus seguidores. As\u00ed, en aquellos casos en los que la naturaleza publicitaria del contenido no sea clara y manifiesta, establece l<strong>a obligaci\u00f3n de incluir una indicaci\u00f3n al respecto que debe ser expl\u00edcita, inmediata y adecuada al medio y mensaje sobre la naturaleza publicitaria de tales menciones o contenidos<\/strong>.<\/p>\n<blockquote><p>Entra en vigor en 1 de enero de 2021<\/p><\/blockquote>\n<p>En concreto, en estos casos <strong>se propone la utilizaci\u00f3n de indicaciones tales como \u201cpublicidad\u201d, \u201cpubli\u201d, \u201cen colaboraci\u00f3n con\u201d o \u201cpatrocinado por\u201d,<\/strong> tanto en la publicaci\u00f3n inicial del contenido, como cuando el influencer lo comparta. Por el contrario, se desaconseja la utilizaci\u00f3n de indicaciones gen\u00e9ricas o poco claras, as\u00ed como que el acceso a tal identificaci\u00f3n publicitaria requiera que el usuario haga \u201cclic\u201d.<\/p>\n<p>El nuevo C\u00f3digo, que <strong>entrar\u00e1 en vigor el 1 de enero de 2021<\/strong>, recoge un conjunto de reglas que vincular\u00e1n a los anunciantes adheridos a ambas asociaciones, as\u00ed como a cualquier otro anunciante del sector y a influencers que voluntariamente se adhieran al mismo. En virtud del mismo todos los anunciantes adheridos deber\u00e1n establecer en sus contratos con influencers la necesidad del cumplimiento de las normas aqu\u00ed contenidas. De forma complementaria, igualmente, deber\u00e1n favorecer la adhesi\u00f3n de los influencers al mismo.<\/p>\n<p>En el Anexo del C\u00f3digo se recoge, adem\u00e1s, un listado ejemplificativo de la ubicaci\u00f3n recomendada para la identificaci\u00f3n de la menci\u00f3n o contenido publicitario, en funci\u00f3n de la concreta plataforma o red social en la que tal menci\u00f3n se lleve a cabo.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En aquellos casos en los que la naturaleza publicitaria del contenido no sea clara y manifiesta, el C\u00f3digo establece la obligaci\u00f3n de incluir una indicaci\u00f3n expl\u00edcita, inmediata y adecuada al medio y mensaje sobre la naturaleza publicitaria del mismo.<\/p>\n","protected":false},"author":14,"featured_media":111970,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[925],"class_list":["post-111962","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-marketing-de-influencers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3digo sobre el uso de influencers en la publicidad<\/title>\n<meta name=\"description\" content=\"La Asociaci\u00f3n Espa\u00f1ola de Anunciantes y Autocontrol han suscrito un c\u00f3digo sobre el uso de influencers den la publicidad\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=111962\" \/>\n<meta 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