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The use of influencers by brands in their strategies, mainly digital, is currently a consolidated practice. However, from a legal point of view, the advertising nature of the message is not always identified, inducing or may induce an error to the recipient. This behavior is also favored by the influencers themselves in their ways of presenting and communicating the message, since they appear to be third parties not unrelated to the advertisers. These practices where advertising is not identified are considered in themselves misleading by Law 3/1991 on Unfair Competition. The situation has led to finally Autocontrol and AEA have signed with the Ministry of Economic Affairs and Digital Transformation and Consumer Affairs, a "Code of conduct on the use of influencers in advertising" (Autocontrol, 2020). In this paper, the presence of a brand in a sample of influencers targeting young people on Instagram is analyzed during a period of 6 months (4T2020-1T2021) in order to study the level of legal identification of said brands before and after entry into force of the Code of Conduct on January 1, 2021, as well as the type of brand presence (verbal or written), its degree of visibility or its presence in shared content. [ABSTRACT FROM AUTHOR]

The Advertising activity in Ecuador has been influenced by the Communication Law, since June 2013. This research analyzed the impact that this administration has had in the development of advertising activities; similar legislations were also examined in other countries like Spain, Venezuela, Argentina, Brazil and Bolivia. It was analyzed the opinion of professionals on domestic ads production, children's advertising, advertising investments, dissemination of circulation in the press, among other issues dealing with the respective law. It was concluded that there are related advertising papers which have acceptance among advertising professionals, and others that had to be modified and other research articles that do not apply in their full extent. [ABSTRACT FROM AUTHOR]

This paper analyses the awarded videos under this category at two of the more prestigious Public Relations contests, the SABRE and the European Excellence Awards (in their most recent edition already finalised). The aim of this work is the one of thinking about the components, the code and the content of the rewarded videos to know the main characteristics of successful practices that have received the approval of the professional sector. The results point to two main tendencies of success: The documentary code with real stories, on the one hand; as well as the humour and the parody, on another. Most pieces analysed are framed in transmedia campaigns, that allow to the publics to obtain greater contents in a more or less interactive way. [ABSTRACT FROM AUTHOR]

The toy industry in Spain suffers from a marked seasonality as a result of the concentration of the sales in Christmas. Social networks sites allow brands to interact with customers throughout the year and to reinforce their relationship during its key sales period. This paper presents the first study of the campaign carried out by the toy sector on Facebook. We have codified all the messages posted by six major toy brands on their profiles for three months (November, December and January). We addressed the objective of messages, the use of multimedia resources and the interaction between brands and users. It is concluded that the strategies of the brands are different from what they do in offline media. Hence, they get better user participation. [ABSTRACT FROM AUTHOR]