The Congress will take place on the 28 and 29 September 2017. The structure of the I International Congress of Applied Social Communication (CICSA) will develop around three types of interventions: an invited speaker, a panel discussion and presentation of papers accepted in the review process. During both days, morning and afternoon, the interventions will share a common thread based on four thematic areas. 

Thematic Area 1: Misleading advertising

 

Coordinator: PhD. Carlos Lema Devesa. Complutense University of Madrid

Misleading advertising is currently the most frequent type of illicit advertising. It has been the subject of numerous judgements by the Court of Justice of the European Union, as well as by the Spanish High Court and Provincial High Courts. Misleading advertising includes advertising considered misleading by silence or omission of the advertiser. On the other hand, it is important to distinguish misleading advertising from exaggeration in advertising, permitted under the Unfair Competition Act. Finally, it should be noted that misleading advertising is prohibited by the ethical norms that regulate the sector; that is, the codes of conduct adopted by certain associations and applied to its members.

In line with its title, Thematic Area 1 calls for contributions on the topics described below, from any theoretical perspective and using any methodological approach that may be of interest to this section. The main objective is to gain information on the subject under study in this panel, regarding its state of play both in Spain and other parts of the world, comparing the situation from the perspective of a legal framework that includes the same basic regulatory and self-regulatory principles of advertising. The coordinator encourages the submission of original and up-to-date proposals related to the title of the Thematic Area based on the following suggestions:

Advertising codes of conduct; Sector codes and self-regulation of certain products; Principle of truth; Comparative advertising; Unfair advertising; Surreptitious advertising; Misleading advertising; Misleading advertising of products related to health, finance, beauty, food, etc.; Misleading advertising that targets children, young people, seniors, women, etc.; Advertising considered misleading by omission; Exaggerated advertising; Regulation and self-regulation in Spain; Regulation and self-regulation in Europe; International regulation and self-regulation;Regulation and self-regulation in other countries.   

 

Thematic Area 2: Consumer protection

Coordinator: PhD. Mercedes Medina Laverón. University of Navarra

Consumer protection has for many years been safeguarded by the law and deontological codes and self-regulation has demanded their compliance with varying degrees of success.  However, the new technologies now provide information on consumer satisfaction and the opportunity for interaction, so that in many cases consumers become content creators and promoters of the goods they consume. Listening to them has become a key task of all organisations. In this way, consumers themselves have led to a more efficient defence of their rights. The law´s main objective regarding misleading advertising is consumer protection. On the other hand, an effective self-regulatory system requires consumer awareness and for consumers to take an active role in defending their rights.

In this context, Thematic Area 2 calls for the submission of abstracts on the topics described below, from any theoretical perspective and using any methodological approach that may be of interest to this section. The main objective is to gain information on the subject under study in this panel, regarding its state of play both in Spain and other parts of the world, comparing the situation from the perspective of a legal framework that includes the same basic regulatory and self-regulatory principles for consumer protection against illicit advertising. The coordinator encourages the submission of original and up-to-date proposals related to the title of the Thematic Area based on the following suggestions.

Public administration policies on consumer protection; Awareness campaigns for consumers; Social awareness regarding consumption; Behaviour of the active consumer; Effects of illicit advertising on consumption; The role of consumer organisations; Study and analysis of advertising complaints; Consumer perception of advertising or of certain products.

 

Thematic Area 3: Social responsibility of advertisers and agencies

Coordinator: PhD. Aurora García González. University of Vigo

Advertising contents are often presented using messages that avoid the clear truthfulness or falsehood of their arguments and proposals. On the other hand, research has shown that this practice does not compromise the effectiveness of the advertisements, and this calls for an urgent and necessary reflection on the influencing power and social responsibility of advertising. It is of vital importance for society and businesses alike that advertising is not based on false promises. Advertisers and agencies are increasingly aware of their social responsibility and of the need to apply the principles that govern their professional activity more consistently. However, they also complain about the extensive legislation that affects advertising and the tendency towards stricter regulations and intervention. To avoid increased pressure in this regard, it is necessary to strengthen self-regulation in order to restrain this legal effervescence and social pressure. This leads to a critical reflection on self-regulation as a counterbalance and a social guarantee that advertising can control itself.  

In line with the main theme of the Congress, Thematic Area 3 calls for contributions on the topics described below, from any theoretical perspective and using any methodological approach that may be of interest to this section. The main objective is to analyse the behaviour of agencies, advertisers and professionals of the sector, their knowledge of misleading advertising and compliance with the legislation and codes that govern their activity in Spain and other parts of the world, comparing the situation from the perspective of a legal framework that includes the same basic regulatory and self-regulatory principles of advertising. The coordinator encourages the submission of original and up-to-date proposals related to the title of the Thematic Area based on the following suggestions:

Previous expert advice; Analysis of advertising infractions; Social commitment of advertisers towards consumers; Compliance with the legislation and codes of conduct; Self-regulation; Pressure from advertisers on agencies and advertising professionals regarding illicit contents; Social responsibility of advertisers regarding consumption; Role of the advertising professional and behaviour towards illicit practices; Sanctions and sentences.

 

Thematic Area 4: Media and accountability

Coordinator: PhD. Carmen Peñafiel Saiz. University of the Basque Country/Euskal Herriko Unibertsitatea

Media responsibility is related to the impact its contents may have on citizens, which falls within and out of its scope. On the other hand, advertising is the main source of media funding, so that those responsible for managing its contents must guarantee the audience that published or broadcasted advertisements do not violate the law or deontological code. Thus, to guarantee the audience´s right to receive truthful commercial information they must implement mechanisms that supervise the messages before they reach the audience. Therefore, media responsibility goes far beyond the law and tries, on the whole, to ensure a management and organisational business model that develops a series of strategies, actions and campaigns for the different sectors involved in the communication process. The role of journalists as information professionals is vital to comply with the ethical and deontological norms before the dissemination of contents. Responsibility starts with an internal media business strategy and with consistent and responsible behaviour within the professional environment itself in order to subsequently develop external responsibilities.

In line with the main theme of the Congress, Thematic Area 4 calls for contributions on the topics described below, from any theoretical perspective and using any methodological approach that may be of interest to this section. The main objective is to analyse the process followed by the media to guarantee truthful information whatever the type of message, both in Spain and other parts of the world, comparing the situation and gaining in-depth knowledge of the subject under study. The coordinator encourages the submission of original and up-to-date proposals related to the title of the Thematic Area based on the following suggestions:

Media deontology; Interest groups; Opinion leaders and advertising; Media and the production of commercial contents; Digital media and advertising; Audio visual media and advertising; Print media and advertising; Journalists and advertising; Social responsibility policies: transparency and good corporate governance; Public policies on accountability; Advertising pressure on the media; Advertising and editorial content; Advertising and programming; Leal framework and ethical codes for media managers; Media responsibility; Tracking illicit advertising offences;  Previous supervision of advertising contents.