Advertisers complain about advertising

Michael Hedges January 19, 2009

It’s just, just, just too much. Everybody (almost) complains about advertising. Either there isn’t enough to keep media outlets afloat or there’s too much. Now advertisers, in a protective way, are complaining.

You know it’s an upside down world when advertisers complain about too much advertising. If you’ve seen television in Spain you have probably noticed the perception, at least, of more spots than program. The Spanish Advertisers Association (Asociación Española de Anunciantes - AEA) has called (January 15) their government to order the number of ads in TV programs cut. They were joined by consumer group Comunication Consumers Association (Asociación de Usuarios de la Comunicación - AUC).

Others have complained about the number of ads on Spanish television. European Commissioner for Info Society and Media Viviane Reding sent a letter in 2007 asking that Spanish authorities comply with the 12 minute rule inscribed in the Television Without Frontiers Directive. When that didn’t sway Spanish ruler makers, Commissioner Reding referred the matter to the European Court of Justice (ECJ) last November. Commissioner Reding, European Union President José Manuel Barroso and EU Vice President and Commissioner for Justice Jacques Barrot met with Spanish Deputy Prime Minister Maria Teresa de la Vega in Brussels last week (January 13).

Television advertising in Spain "routinely exceeds the limit of 12 minutes per hour,” said the EC’s declaration to the ECJ. EC rules on TV ads are to "protect the public against excessive advertising and promoting a European model of quality television," said Commissioner Reding as the paperwork headed to the ECJ.

The Commercial Television Associations Union (Unión de Televisiones Comerciales Asociadas - UTECA) begs to differ. TV ad rules in Spain “respect” local norms, said UTECA Secretary General Jorge del Corral, quoted in Le Mundo (January 15). Anyway, Commissioner Reding is “too late” since the Spanish rules have “been in force for many years.” Ad rules for Spanish TV channels don’t count station promos or publireportajes – infomercials – as ads.  Commissioner Reding should be “devoted to more important things,” said Sr. del Corral.

"It is true,” said Deputy Prime Minister de la Vega. “There is a discrepancy in the interpretation.” Outcomes of the Brussels and Madrid meetings have not been disclosed.

When Commissioner Reding raised the issue of Spanish television advertising violating European rules, UTECA and AUA were in lock-step demanding a reduction in ads on public broadcaster RTVE.

"There is a lot of advertising on television,” said the joint AEA/AUC statement. “Saturation advertising, one of the main reasons for zapping and complaining” is “hurting networks.”

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