{"id":14200,"date":"2026-03-03T11:07:01","date_gmt":"2026-03-03T10:07:01","guid":{"rendered":"https:\/\/www.monteroaramburugva.com\/?post_type=al-dia&p=14200"},"modified":"2026-03-06T11:26:21","modified_gmt":"2026-03-06T10:26:21","slug":"new-code-of-conduct-for-advertising-through-influencers","status":"publish","type":"al-dia","link":"https:\/\/www.monteroaramburugva.com\/en\/al-dia\/new-code-of-conduct-for-advertising-through-influencers\/","title":{"rendered":"New code of conduct for advertising through influencers"},"content":{"rendered":"\r
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Five months have passed since the new version of the Code of Conduct for Advertising through Influencers, promoted by Autocontrol, the Spanish Advertisers Association (AEA, its Spanish acronym) and the Interactive Advertising Bureau (IAB Spain), came into force on 1 October 2025.<\/p>\n

Advertising codes of conduct are instruments that set out certain principles and ethical standards for the advertising industry and complement existing advertising legislation.<\/p>\n

In view of the impact that the \u2018influencer\u2019 sector can have on users, advertising self-regulation has been promoting, through these codes of conduct, certain practices and tools to avoid situations of covert advertising, which is currently prohibited in our country.<\/p>\n

This new code of conduct is binding on all companies affiliated with the AEA, Autocontrol and IAB Spain, as well as influencers, influencer agencies, advertising agencies and other companies that voluntarily adhere to said code.<\/p>\n

The latest resolutions and rulings of the Autocontrol jury, in which it decides whether the advertising piece subject to complaint contravenes current legislation and the Autocontrol Advertising Code of Conduct, can be consulted at the following link: https:\/\/www.autocontrol.es\/autocontrol\/organizacion\/jurado-de-autocontrol\/resoluciones-del-jurado\/<\/a>. Resolutions related to advertising by influencers are labelled in yellow for easy viewing.<\/p>\n

Most relevant changes in the new code of conduct:<\/p>\n

1.- Advertising content <\/strong>shall be considered to be any mention or content – graphic, audio or visual – that, cumulatively:<\/p>\n

    \n
  1. Is aimed at promoting products or services, and<\/li>\n
  2. Are disseminated within the framework of collaborations or reciprocal commitments, with the dissemination of the aforementioned content being subject to payment or other consideration by the brand.<\/li>\n<\/ol>\n

    2.- The following, among others, shall be deemed to be a consideration<\/strong>: direct payment (or indirect payment through agencies), free delivery of a product, free admission to events, free provision of a service\u2014including complementary services such as make-up, hairdressing, courtesy vehicle, accommodation or catering\u2014affiliate links, gift vouchers, gift bags and travel.<\/p>\n

    3.- The advertising nature of mentions made by influencers that are considered advertising must be easily identifiable<\/strong>. An explicit, immediate and appropriate indication of the advertising nature of such mentions or content must be included in the medium and message. In this regard:<\/p>\n

      \n
    • The use of mechanisms offered by digital platforms themselves to identify content as advertising is recommended.<\/li>\n
    • Indications that appear mixed with other types of information (e.g. alongside other hashtags) or that require action on the part of the user (e.g. clicking on \u201csee more\u201d or \u201cmore\u201d) are not sufficient.<\/li>\n
    • Clear indications such as \u201dadvertisement,\u201d \u201cad\u201d, \u201cin collaboration with\u201d, \u201cpaid collaboration\u201d\u2019 \u201c[brand] ambassador\u201d\u2019 or \u201csponsored by\u201d should be used.<\/li>\n
    • Generic or unclear indications such as \u201cinformation\u201d, \u201clegal\u201d, \u201ccollab.\u201d \u201csponso\u201d, \u201csp\u201d, \u201ccourtesy of [brand]\u201d, \u201cgift from [brand]\u201d, \u201csponsored trip\u201d, or indications in a language other than that of the communication, such as using the terms \u201cad<\/em>\u201d or \u201cadvertising<\/em>\u201d in a non-English advertisement, should not be used.<\/li>\n
    • Simply including the brand’s hashtag will not be sufficient to identify the advertising nature of the content.<\/li>\n
    • When content is shared or reposted on other platforms, the indication of its advertising nature must be maintained or added, as appropriate.<\/li>\n<\/ul>\n

      With this new code of conduct, the self-regulation sector aims to provide certain guidelines to help influencers and other agents involved in the advertising industry to comply with current advertising legislation and practices.<\/p>\n

       <\/p>\n<\/div>\r

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