Advertising self-regulation in Portugal: converging interests of industry and consumers? ; Autorregulação publicitária em Portugal: os interesses da indústria e dos consumidores em convergência?
Advertising self-regulation is at the heart of the legal, economic, social and ethical discussions that confront commercial communication and the defence of consumer rights. Its advocates consider this to be the most effective regulatory system for advertising because it entails a voluntary commitment to a specific code of conduct, hence does not have to meet the compliance challenges of mandatory and non-specific laws. Its detractors denounce these efforts as a means of maintaining control of the advertising system and avoiding tougher legislation. In this article, we map the activity of self-regulation advertising in Portugal by following institutions, initiatives and guidelines over the last thirty years, establishing a time-line from the foundation of the first self-regulatory organisation of the sector in the country. We analyse how consumer rights are protected, both in the principles and values proclaimed, and in the mechanisms of self-regulation promulgated. We also discuss the potentials and challenges of self-regulation in the face of new forms of advertising, analysing how it incorporates and responds to the contemporary concerns of civil society, serving as a platform for interaction between industry, media and consumer interests. We conclude by examining extant research on self-regulation within the advertising industry, its ethical role and its social responsibility. ; A autorregulação publicitária está no centro das discussões jurídicas, económicas, sociais e éticas que confrontam a comunicação comercial e a defesa dos direitos do consumidor. Os seus defensores consideram ser este o sistema regulatório mais eficiente para a publicidade, pois envolve o comprometimento voluntário com um código de conduta específico, não tendo, portanto, que enfrentar os desafios de conformidade de leis obrigatórias e indesejadas. Os seus detratores denunciam esses esforços como forma de manter o controlo da mensagem publicitária e evitar legislações mais duras. Neste artigo faremos o mapeamento da atividade de ...