<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0082</journal-id>
<journal-title><![CDATA[Estudios en derecho a la información]]></journal-title>
<abbrev-journal-title><![CDATA[Estud. derecho inf.]]></abbrev-journal-title>
<issn>2594-0082</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Instituto de Investigaciones Jurídicas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-00822024000100139</article-id>
<article-id pub-id-type="doi">10.22201/iij.25940082e.2024.17.18785</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La economía de la ley de publicidad de México de 2021]]></article-title>
<article-title xml:lang="en"><![CDATA[Economics of the 2021 Mexican advertisement law]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martínez]]></surname>
<given-names><![CDATA[Gabriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Tecnológico Autónomo de México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<numero>17</numero>
<fpage>139</fpage>
<lpage>163</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-00822024000100139&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-00822024000100139&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-00822024000100139&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Esta investigación estudia las motivaciones económicas de la Ley para la Trasparencia, Prevención y Combate de Prácticas Indebidas en Materia de Contratación de Publicidad, publicada en 2021. El análisis se basa en las teorías económicas relativas al riesgo moral en la contratación y a las plataformas en red. Se describe el funcionamiento en general de la industria de publicidad y se documenta la estructura de la industria en México. La predicción principal de la economía de redes en plataforma es que las empresas buscan la mezcla de precios en cada lado del mercado para optimizar sus resultados, y pueden cobrar poco o incluso debajo de costos a medios o anunciantes que les ayudan a ampliar su red. Típicamente, sirven a editores y a anunciantes. La ley de publicidad establece prohibiciones absolutas para que una empresa atienda editores y anunciantes, y para que haga intermediación de espacios, y asigna a la Comisión Federal de Competencia Económica (COFECE) la función de hacer cumplir la ley. Sin embargo, las conductas planteadas por la iniciativa que derivó en la ley no son de competencia económica, ni son en general indebidas. Las prohibiciones absolutas que se establecen, de aplicarse, afectarían no sólo a las agencias tradicionales, sino que obligaría a la escisión de las grandes plataformas digitales que son propiamente intermediarias en mercados de publicidad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: This research studies the economic motivations of the Law for the Transparency, Prevention and Combat of Improper Practices in Advertising Contracting, published in 2021. The analysis is based on economic theories relating to moral hazard in contracting and networked platforms. It describes the general functioning of the advertising industry and documents the structure of the industry in Mexico. The main prediction in the economics of platform networking is that companies look for the price mix on each side of the market to optimize their results and can charge little or even below costs to media or advertisers that help them expand their network. Typically, they serve publishers and advertisers. The Advertising Law establishes absolute prohibitions for a company to serve publishers and advertisers, and to broker spaces, and assigns to the Federal Economic Competition Commission the function of enforcing the law. However, the conduct raised by the initiative that led to the law is not of market abuse, nor are they per se illegal. The absolute prohibitions that are established, if applied, would affect not only traditional agencies, but would force the breakup of large digital platforms that are properly intermediaries in advertising markets.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[competencia económica]]></kwd>
<kwd lng="es"><![CDATA[riesgo moral]]></kwd>
<kwd lng="es"><![CDATA[plataformas]]></kwd>
<kwd lng="es"><![CDATA[México]]></kwd>
<kwd lng="es"><![CDATA[intermediación]]></kwd>
<kwd lng="en"><![CDATA[advertisement]]></kwd>
<kwd lng="en"><![CDATA[competition]]></kwd>
<kwd lng="en"><![CDATA[moral hazard]]></kwd>
<kwd lng="en"><![CDATA[platforms]]></kwd>
<kwd lng="en"><![CDATA[Mexico]]></kwd>
<kwd lng="en"><![CDATA[mediation]]></kwd>
</kwd-group>
</article-meta>
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