Abstract

MARTINEZ PASTOR, Esther; GAONA, Carmen  and  NICOLAS, Miguel Ángel. Public and Private Management of Toy Advertising: Regulation and Self-regulation in the European Union and Spain. Gest. polít. pública [online]. 2017, vol.26, n.2, pp.453-490. ISSN 1405-1079.

The aim of the article discusses what the rules and codes of self-regulation that regulates the advertising of toys and the involvement of public and private sector to protect the child. To do this, we will identify and analyze the directives in the European Union and the rules in Spain and codes of self-regulation driven by European and Spanish industry. We will discuss the case study in which the spots broadcast at Christmas in Spain 2013 and we are analyzed if the ads conform to laws regulatory and codes of self-regulation.

Keywords : toy; advertising; regulation; law; self-regulation; European Union; Spain.

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