{"id":8268,"date":"2023-10-30T09:55:28","date_gmt":"2023-10-30T08:55:28","guid":{"rendered":"http:\/\/www.laurealegal.com\/2023\/10\/30\/un-codigo-etico-para-los-influencers\/"},"modified":"2023-10-30T09:55:28","modified_gmt":"2023-10-30T08:55:28","slug":"un-codigo-etico-para-los-influencers","status":"publish","type":"post","link":"https:\/\/www.laurealegal.com\/en\/2023\/10\/30\/un-codigo-etico-para-los-influencers\/","title":{"rendered":"Un C\u00f3digo \u00c9tico para los Influencers"},"content":{"rendered":"<p style=\"text-align: justify;\">El fen\u00f3meno de los <em>\u00a0influencers<\/em> arrasa con el marketing \u00a0convencional y ha llegado para quedarse. Hace unos d\u00edas <strong>Forbes<\/strong> publicaba\u00a0 su lista sobre los mejores, deteni\u00e9ndose en el examen de este nuevo modelo de negocio y los beneficios que, en t\u00e9rminos de rentabilidad, reporta a las marcas.<\/p>\n<p style=\"text-align: justify;\"><em>Celebrities<\/em> de todo tipo, comentaristas de moda, deporte o viajes, fitness, magos o veteranos de los videojuegos, tienen la capacidad de conectar a una audiencia en redes sociales mayor que la de los programas m\u00e1s populares de televisi\u00f3n, generando confianza y credibilidad, por lo que pueden llegar a convertirse en prescriptores muy v\u00e1lidos para las marcas.<\/p>\n<p style=\"text-align: justify;\">Esta colaboraci\u00f3n entre <em>influencers<\/em> y marcas para la publicaci\u00f3n de contenidos publicitarios cuenta con un nuevo c\u00f3digo \u00e9tico de conducta,\u00a0 desarrollado por la Asociaci\u00f3n Espa\u00f1ola de Anunciantes (<strong>AEA<\/strong>) y la Asociaci\u00f3n para la Autorregulaci\u00f3n de la Comunicaci\u00f3n Comercial (<strong>Autocontrol<\/strong>), en el marco del protocolo de fomento de la autorregulaci\u00f3n en medios digitales suscrito por ambas entidades con los \u00a0Ministerio de Asuntos Econ\u00f3micos y de Transformaci\u00f3n Digital.<\/p>\n<p style=\"text-align: justify;\">El llamado <strong>C\u00f3digo de Conducta sobre el uso de<em> influencers <\/em>en la publicidad<\/strong> se aplicar\u00e1 a partir del 1 de enero de 2021 y vincular\u00e1 a todos los adheridos a AEA y Autocontrol y -por supuesto- a cualquier otro anunciante del sector y a\u00a0<em>influencers<\/em> que voluntariamente se adhieran al mismo. En virtud del c\u00f3digo, todos<strong>\u00a0los anunciantes adheridos deber\u00e1n establecer en sus contratos con\u00a0<\/strong><em>influencers<\/em><strong>\u00a0<\/strong><strong>la necesidad del cumplimiento de las normas all\u00ed contenidas.<\/strong><strong>\u00a0<\/strong>Y de forma complementaria, los anunciantes tambi\u00e9n deber\u00e1n favorecer la adhesi\u00f3n de los\u00a0<em>influencers<\/em>\u00a0al C\u00f3digo<\/p>\n<p style=\"text-align: justify;\">El nuevo C\u00f3digo tiene como principal objetivo conseguir que todos los contenidos digitales, menciones o recomendaciones realizadas por el <em>influencer <\/em>en el marco del acuerdo de colaboraci\u00f3n con una marca, sean identificados por sus seguidores como contenidos publicitarios. As\u00ed, como destacado, para aquellos casos en que no sea claro ni manifiesto que determinado contenido tiene naturaleza publicitaria, se establece la obligaci\u00f3n de incluir una menci\u00f3n indicativa de que se trata de publicidad, que debes ser \u00a0expl\u00edcita, inmediata y adecuada al medio y al mensaje. El propio C\u00f3digo propone el uso de determinados indicadores tales como \u201dpublicidad\u201d, \u201cpubli\u201d, \u201cen colaboraci\u00f3n con\u201d o \u201cpatrocinado por\u201d, tanto en la publicaci\u00f3n inicial del contenido, como cuando el <em>influencer<\/em> lo comparta.<\/p>\n<p style=\"text-align: justify;\">El control del cumplimiento del C\u00f3digo se encomienda a Autocontrol, que se\u00a0 encargar\u00e1 de resolver las eventuales <strong>reclamaciones<\/strong> que puedan presentarse por incumplimiento de las normas contenidas en el C\u00f3digo.<\/p>\n<p style=\"text-align: justify;\">Aplaudimos la iniciativa. Y no decimos, ni mucho menos, que los <em>influencers<\/em> y sus contenidos sean m\u00e1s o menos \u00e9ticos. Nos encantan, al\u00a0 igual que nos gusta cualquier propuesta disruptiva, sobre todo relacionada con la creatividad. Justamente por eso pensamos que un c\u00f3digo regulatorio dirigido a evitar la confusi\u00f3n del mensaje publicitario suma a favor del fen\u00f3meno de los <em>influencers.<\/em><\/p>\n<p>Ana Soto Pino<\/p>\n<p style=\"text-align: justify;\">\n","protected":false},"excerpt":{"rendered":"<p>El fen\u00f3meno de los \u00a0influencers arrasa con el marketing \u00a0convencional y ha llegado para quedarse. Hace unos d\u00edas Forbes publicaba\u00a0 su lista sobre los mejores, deteni\u00e9ndose en el examen de este nuevo modelo de negocio y los beneficios que, en t\u00e9rminos de rentabilidad, reporta a las marcas. Celebrities de todo tipo, comentaristas de moda, deporte [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8269,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[70,46],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Un C\u00f3digo \u00c9tico para los Influencers - Laurea Legal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.laurealegal.com\/2023\/10\/30\/un-codigo-etico-para-los-influencers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Un C\u00f3digo \u00c9tico para los Influencers - Laurea Legal\" \/>\n<meta property=\"og:description\" content=\"El fen\u00f3meno de los \u00a0influencers arrasa con el marketing \u00a0convencional y ha llegado para quedarse. 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