La publicidad encubierta en las redes sociales
Autor:
Fernández-Camacho, Juan José
Fecha:
01/2020Palabra clave:
Tipo de Ítem:
masterThesis
Resumen:
Internet es el medio de difusión más utilizado actualmente por parte de las empresas
para la comunicación de publicidad y, a raíz de la proliferación de las redes sociales
en el presente siglo, el uso de influencers para emitir comunicaciones comerciales es
cada vez más frecuente. No obstante, los límites diferenciadores entre la publicidad
de marcas y las opiniones personales de los influencers no son claros, pudiéndose
comunicar contenido comercial presentado de manera encubierta, sin que los
usuarios de las redes sociales perciban su carácter publicitario. Es por este motivo
que resulta relevante estudiar el ordenamiento jurídico vigente y los límites que éste
impone a la publicidad a través de las redes sociales, para poder analizar las vías de
control existentes actualmente y su eficacia, así como reflejar los múltiples retos
jurídicos que plantea la publicidad en estas plataformas.
Descripción:
The Internet is nowadays the most used broadcast medium by the companies for its
advertising communication, and as a result of the proliferation of social network in
the present century, the use of influencers to cast commercial communications is
becoming increasingly frequent. However, the differential limits between brand
advertising and personal opinions from influencers are not clear, being possible
communicating commercial content presented covertly, without the users of social
media’s acquaintance of its advertising purposes. This is the main reason why it is
relevant to study the current legal system and it limits to advertising in social
network, so to be able to analyse control pathways currently existing and its efficacy,
as well as to highlight the multiple challenges posed by advertising in this platforms.
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