{"id":25383,"date":"2024-01-29T09:28:06","date_gmt":"2024-01-29T08:28:06","guid":{"rendered":"https:\/\/www.talentiam.com\/?p=25383"},"modified":"2024-01-29T09:28:06","modified_gmt":"2024-01-29T08:28:06","slug":"como-se-aplica-la-nueva-ley-de-comunicacion-audiovisual-en-materia-de-influencers","status":"publish","type":"post","link":"https:\/\/www.talentiam.com\/es\/blog\/como-se-aplica-la-nueva-ley-de-comunicacion-audiovisual-en-materia-de-influencers\/","title":{"rendered":"C\u00f3mo se aplica la nueva Ley de Comunicaci\u00f3n Audiovisual en materia de influencers"},"content":{"rendered":"

El fen\u00f3meno influencer a nivel mundial es imparable. Adem\u00e1s, Espa\u00f1a es uno de los principales mercados de \u00e9xito para los creadores de contenido. De acuerdo con el estudio \u2018Crecimiento de la Marca a trav\u00e9s de Influencer Marketing<\/a>\u2019 realizado por IAB Spain\u00a0y\u00a0Nielsen, \u00abde los 10,5 millones de influencers activos en Instagram, TikTok y YouTube de Europa, el 15% son espa\u00f1oles, destacando Instagram como la plataforma con mayor n\u00famero de usuarios\u00bb. Asimismo, \u00abel informe tambi\u00e9n revela que en Espa\u00f1a 2 de cada 100 habitantes tienen m\u00e1s de 1K seguidores en Instagram<\/strong> y que la relaci\u00f3n entre los influencers activos en Instagram y la poblaci\u00f3n del pa\u00eds en Espa\u00f1a es una de las m\u00e1s altas de Europa con un 3,33%, siendo en pa\u00edses como Francia, Alemania, B\u00e9lgica o Austria inferior al 1%\u00bb. Hacer publicidad a trav\u00e9s de influencers es una tendencia al alza que, a partir de este trimestre, sufrir\u00e1 la vigilancia del estado.<\/p>\n

\"influencers\"<\/p>\n

Tal y como leemos en Cinco D\u00edas<\/a>, \u00abeste mismo trimestre entrar\u00e1 en vigor el proyecto de real decreto elaborado por el Ministerio de Econom\u00eda y Transformaci\u00f3n Digital, que pone el foco en los contenidos online que publicitan\u00a0streamers<\/i>,\u00a0<\/i>youtubers<\/i>, blogueros,\u00a0gamers<\/i>,<\/a>\u00a0tiktokers, tuiteros,\u00a0instagramers\u00a0y dem\u00e1s perfiles unificados bajo la acepci\u00f3n de\u00a0influencers<\/i>.<\/i> Es decir, gente que, m\u00e1s all\u00e1 del n\u00famero de seguidores que acumula en diferentes redes sociales, es capaz de influir en dicho p\u00fablico a trav\u00e9s de sus comunicaciones\u00bb. Eso s\u00ed, por ahora se vigilar\u00e1 de cerca a los que acumulan m\u00e1s de dos millones de seguidores<\/strong>.<\/p>\n

En el medio citado destacan que \u00abde enero a noviembre de 2023, en Espa\u00f1a se contabilizaron 72 reclamaciones contra este tipo de contenidos, recibidas por el Jurado de la Publicidad de Autocontrol, el organismo independiente de la industria publicitaria nacional\u00bb. Esta ley busca diferenciar claramente entre la informaci\u00f3n comercial y el contenido editorial y tiene como fin proteger a los menores, ya que son uno de los principales consumidores de redes sociales.<\/strong><\/p>\n

\"\"<\/p>\n

\u00abEntre los cambios m\u00e1s significativos que llegar\u00e1n desde Autocontrol subrayan \u201cla distinci\u00f3n clara entre la informaci\u00f3n comercial y el contenido editorial, mediante m\u00e9todos \u00f3pticos, ac\u00fasticos o espaciales que eviten la confusi\u00f3n\u201d; el volumen de los anuncios no podr\u00e1 destacar. En cuanto a las restricciones estrictas, estas planear\u00e1n sobre el culto al cuerpo (tratamientos est\u00e9ticos y productos de adelgazamiento), cigarrillos electr\u00f3nicos, as\u00ed como ciertos medicamentos y productos relacionados con la salud<\/strong>. Tampoco se admitir\u00e1 la promoci\u00f3n de bebidas alcoh\u00f3licas, apuestas y juegos de azar. En lo referente a alimentos no saludables dirigidos a quien no tenga la mayor\u00eda de edad, la normativa impulsa c\u00f3digos de conducta\u00bb, puntualizan en Cinco D\u00edas.<\/p>\n

\n
\n

Si quieres conocer todas las novedades del sector Fashion-Retail s\u00edguenos en nuestras Redes Sociales (Instagram<\/a>,\u00a0Facebook<\/a>\u00a0y\u00a0Twitter<\/a>).<\/p>\n

Fotos | MIM, Dior, Louis Vuitton<\/p>\n<\/div>\n<\/article>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Los influencers de m\u00e1s de dos millones de seguidores son el foco del nuevo decreto del Ministerio de Econom\u00eda y Transformaci\u00f3n 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