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Advertising Code of Ethics

The document presents the Advertising Ethics Code of the Mexican Association of Advertising Agencies (AMAP). AMAP promotes the integrity and professionalism of its member agencies, which carry out 90% of advertising campaigns in Mexico. The Self-Regulation and Advertising Ethics Council (CONAR) is an organization that issues rulings based on this code of ethics. The code establishes 7 principles aimed at ensuring that advertising is legal, truthful, and respectful.

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62 views12 pages

Advertising Code of Ethics

The document presents the Advertising Ethics Code of the Mexican Association of Advertising Agencies (AMAP). AMAP promotes the integrity and professionalism of its member agencies, which carry out 90% of advertising campaigns in Mexico. The Self-Regulation and Advertising Ethics Council (CONAR) is an organization that issues rulings based on this code of ethics. The code establishes 7 principles aimed at ensuring that advertising is legal, truthful, and respectful.

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Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

CODE OF ADVERTISING ETHICS

Mexican Association of Agencies


advertising
• The Mexican Association of
Advertising Agencies groups
to the communication agencies
and consultancy whose work
stands out for its thinking
strategic, excellence
creative, efficiency in the
business, professional ethics and
service quality. The
AMAP agencies are characterized by
for being the ones of greatest integrity
and professionalism, as well as for
be those who carry out 90% of
the communication campaigns
from Mexico.
AMAP FUNCTIONS
• AMAP promotes contact between its Partners and the different chambers and associations in Mexico
and abroad.
• AMAP actively represents its Partners and their interests before the Government.

• AMAP follows up on all changes in advertising legislation that may occur.


affect the industry.
• AMAP influences the decision on the development of laws, best practices, and agreements in
benefit of its Partners.
• AMAP encourages its Partners to interact and exchange opinions with the leaders of the
Communication Industry.
• AMAP promotes growth and encourages business relationships among its Partners.
• AMAP trains, informs, develops, and certifies its Partners.
• AMAP is a guide to the future of the Industry for its Partners.
CONAR
• The Council of Self-Regulation and Advertising Ethics CONAR A.C. is a
autonomous body of private initiative, created in Mexico 17 years ago
years by advertisers, Advertising and/or Communication Agencies,
Associations and media, in order to serve as
mediator in advertising-related disputes, issuing resolutions
based on a Code of Advertising Ethics.
Functions
• Consultative body and reference of
self-regulation and advertising for all
sectors.
• Promoter of Advertising Ethics.
• Agile and efficient manager and executor of the
self-regulation.
• Expert in message evaluation
advertising and monitoring.
• Body that works collectively with the
support from technical and specialized organizations.

• Expert in managing sector codes.


Advertising Code of Ethics
• It is defined as a "document through which criteria are proposed
of ethical conduct that must be adopted by all those who
they are related to advertising, this document expresses the
the willingness of its associates to subscribe to a code of ethics that
recognize social responsibilities
Causes
• Advertising campaigns
offensive
• Inappropriate language
• Provocative images
Gender
• False values
• Frustrations on topics
economic or personal
Content
• I. LEGALITY Advertising will adhere to the existing legal norms.
• II. TRUTHFULNESS AND HONESTY The information about the characteristics
The goods, products, or services offered by the advertising will be truthful and verifiable.
Likewise, she will be honest, so she will avoid the use of partial assertions or concepts.
deceptive practices that cause or may cause error or confusion in the consumer.
• III. RESPECT AND DIGNITY
advertising will avoid images, texts, or sounds that
offend the standards of decency according to the
prevailing values in Mexican society,
without prejudice to the rights of minorities. Of
likewise, the advertising will refrain from
foster violent behaviors, instill or
take advantage of fear, promote attitudes of
discrimination or denigration for reasons of
nationality, social or economic condition, race,
religion, gender, sexual orientation
physical characteristics

• IV. JUST COMPETENCE


advertising will not denigrate, copy, or imitate
directly or indirectly the creative ideas or
third-party advertisements.
V. COMPARATIVE ADVERTISING Advertising
The comparison will start from the typical use for which the goods are intended,
products, services or concepts were developed and will be considered
objective, verifiable, representative, and relevant elements in the
comparison. In turn, it will be able to highlight the benefits and strengths of
the goods, products, services, or concepts in relation to another,
always in a generic form and in a positive sense, without qualifying
pejoratively the characteristics of the competitor.

VI. HEALTH, WELL-BEING, AND CARE FOR THE ENVIRONMENT


AMBIENT The advertising will refrain from including images,
texts or sounds that induce unsafe practices, contrary to
physical or mental health, or that cause harm to the environment.
VII. PROTECTION OF CHILDREN Advertising aimed at the child audience will take into account
it accounts for its vulnerability, critical capacity, level of experience, and credulity. It will avoid the
use of images, language, texts, or sounds that endanger your physical or mental health
I maintain respect for family, school, or civic authority.

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