The Spanish Association of Advertisers and Adigital criticize that advertising schedules can be imposed on video exchange platforms because these platforms already have mechanisms to ensure the correct placement of advertising and therefore it is nonsense.
Smart Regulation Forum has organized this Friday, November 12, a webinar to analyze the future Audiovisual Communication Law with the advertising sector, the audiovisual production sector and the digital sector. Under the title, ” The future audiovisual law: a vision from three key sectors for the future of the Spanish economy “, the webinar was attended by Lidia Sanz, general director of the Spanish Association of Advertisers; José Nevado, general director of PATE, Association of Television Audiovisual Producers of Spain and César Tello, general director of Adigital.
All participants made an analysis on the impact that the future law will have on their respective sectors. In this sense, the general director of the Spanish Association of Advertisers, Lidia Sanz, affirmed that this regulation puts many obstacles for the Spanish advertising sector and gave as an example the proposal made by the Draft Bill to impose time restrictions for digital advertising for certain products.
According to her, “applying schedules for video exchange platforms does not make any sense since these platforms already have their own systems and filters to protect the consumer.” The general director of Adigital has also agreed on this, who remarked that “the platforms have sufficient mechanisms to ensure the correct placement of advertising, therefore the issue of schedules is nonsense . Nobody understands that content on demand that you can see at any time may have restrictions depending on the time you see it “.
Explaining this time restriction for the advertising of certain products on video exchange platforms, Lidia Sanz stressed that, if this measure of imposing hours on advertising is applied, Spain will be left behind compared to the rest of the countries of Europe. For his part, José Nevado, general director of PATE, Association of Television Audiovisual Producers of Spain, made reference to the imbalance in the value chain of the audiovisual production sector that the Draft Law could cause and stressed that there must be the same playing field for all audiovisual actors.
Another issue that was addressed was the fact that the Communication Law Draft, which transposes the Audiovisual Communication Directive, includes new measures that are not included in the Directive, such as time restrictions on advertising in on-demand sound services. Finally, Lidia Sanz wanted to express her dissatisfaction with the legislative procedure of the Government and the lack of consideration with the sector in the elaboration of this new norm and stated: “We do not feel listened to. We have made our tools, financing and knowledge available to the Government . we will continue to insist to listen to us “.