Post by account_disabled on Jan 2, 2024 1:36:56 GMT -5
The Branded Content Marketing Association Spain (BCMA Spain) has been one of the participants in the response to the public consultation posed by the National Markets and Competition Commission (CNMC) on the application of audiovisual regulation to providers of audiovisual services. audiovisual communication that is supported on video exchange platforms (INF/DTSA/082/20). On October 1, 2020, the CNMC published this consultation with the purpose of obtaining the opinion of the sector , including among its questions issues related to commercial communications and new forms of advertising. And within these headings, the CNMC considered whether Branded Content could be regulated as part of this advertising content in the communications made by such providers. Given this statement, the BCMA presented its response as a representative entity of the Branded Content sector in Spain , its main purpose being the clarification of the conception of Branded Content and the promotion of a legal framework that provides transparency and security.
As already explained in the Branded Content Legal Guide, published by the BCMA in collaboration with the Ecija law firm, in October 2020, the response provided an analysis of the legal nature of Branded Content Phone Number List in which its lack of connection with figures and advertising content. In this way, the definition of Branded Content was presented, understood as that “communication asset/s produced/or co-produced/s by a brand that, through formats that fulfill a role of entertainment, information and/or utility, has the purpose to communicate their values and connect with an audience, who, upon finding it relevant, voluntarily dedicates their attention to it .” The response to the consultation also highlighted, primarily, the need for transparency and, in particular, respect and protection of the audience, which must govern, at all times, the dissemination of Branded Content assets.
In this sense, given that Branded Content is an asset produced by a brand, compliance with this principle of transparency must be aimed at showing the relationship between the content and the creative origin, that is, the producing brand. However, this does not mean that advertising regulations should apply to Branded Content, since there are other transparency formulas that allow consumers to preserve their right to information. In essence, the BCMA's response reflects the sector's position in relation to the legal treatment of Branded Content , which was endorsed by the Branded Content Legal Guide, which moves away from the advertising configuration and commercial communications to be configured as a true content (entertainment, dissemination or informative), always complying with the premise of transparency about its origin, so that the rights of the audience are respected when it comes to voluntarily taking an interest in the consumption of this content.
As already explained in the Branded Content Legal Guide, published by the BCMA in collaboration with the Ecija law firm, in October 2020, the response provided an analysis of the legal nature of Branded Content Phone Number List in which its lack of connection with figures and advertising content. In this way, the definition of Branded Content was presented, understood as that “communication asset/s produced/or co-produced/s by a brand that, through formats that fulfill a role of entertainment, information and/or utility, has the purpose to communicate their values and connect with an audience, who, upon finding it relevant, voluntarily dedicates their attention to it .” The response to the consultation also highlighted, primarily, the need for transparency and, in particular, respect and protection of the audience, which must govern, at all times, the dissemination of Branded Content assets.
In this sense, given that Branded Content is an asset produced by a brand, compliance with this principle of transparency must be aimed at showing the relationship between the content and the creative origin, that is, the producing brand. However, this does not mean that advertising regulations should apply to Branded Content, since there are other transparency formulas that allow consumers to preserve their right to information. In essence, the BCMA's response reflects the sector's position in relation to the legal treatment of Branded Content , which was endorsed by the Branded Content Legal Guide, which moves away from the advertising configuration and commercial communications to be configured as a true content (entertainment, dissemination or informative), always complying with the premise of transparency about its origin, so that the rights of the audience are respected when it comes to voluntarily taking an interest in the consumption of this content.