<?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>1405-1079</journal-id>
<journal-title><![CDATA[Gestión y política pública]]></journal-title>
<abbrev-journal-title><![CDATA[Gest. polít. pública]]></abbrev-journal-title>
<issn>1405-1079</issn>
<publisher>
<publisher-name><![CDATA[Centro de Investigación y Docencia Económicas A.C., División de Administración Pública]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1405-10792017000200453</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Gestión pública y privada de la publicidad de juguetes. Regulación y autorregulación en la Unión Europea y España]]></article-title>
<article-title xml:lang="en"><![CDATA[Public and Private Management of Toy Advertising: Regulation and Self-regulation in the European Union and Spain]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martínez Pastor]]></surname>
<given-names><![CDATA[Esther]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gaona]]></surname>
<given-names><![CDATA[Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nicolás]]></surname>
<given-names><![CDATA[Miguel Ángel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Rey Juan Carlos Facultad de Ciencias de la Comunicación ]]></institution>
<addr-line><![CDATA[Madrid ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Rey Juan Carlos Facultad de Ciencias de la Comunicación Departamento de Comunicación y Sociología]]></institution>
<addr-line><![CDATA[Madrid ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Murcia Facultad de Comunicación y Documentación ]]></institution>
<addr-line><![CDATA[Murcia ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<volume>26</volume>
<numero>2</numero>
<fpage>453</fpage>
<lpage>490</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1405-10792017000200453&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1405-10792017000200453&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1405-10792017000200453&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: El objetivo del artículo es abordar cuáles son las normas y códigos de autorregulación que rigen la publicidad de juguetes y la implicación del sector público y privado en el mismo en aras de la protección del menor. Para ello, identificamos y analizamos las directivas, normativas y los códigos de autorregulación vigentes en la Unión Europea y en España impulsados por la administración pública y la industria. Asimismo, expondremos el análisis de caso en el que se analizan los spots emitidos en las Navidades de 2013 en España para comprobar si se ajustan a estas normas reguladoras y los códigos de autorregulación del sector.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[juguetes]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[regulación]]></kwd>
<kwd lng="es"><![CDATA[autorregulación]]></kwd>
<kwd lng="es"><![CDATA[Unión Europea]]></kwd>
<kwd lng="es"><![CDATA[España]]></kwd>
<kwd lng="en"><![CDATA[toy]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[regulation]]></kwd>
<kwd lng="en"><![CDATA[law]]></kwd>
<kwd lng="en"><![CDATA[self-regulation]]></kwd>
<kwd lng="en"><![CDATA[European Union]]></kwd>
<kwd lng="en"><![CDATA[Spain]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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