Manuela Saco Vázquez

Controlling Uncertainty in a Spanish National and European Setting Faced with Illicit Advertising

Advertising is an activity with important social repercussions on individual behavior as well as being the media’s main source of revenue. After compiling the numerous Spanish national and European laws which regulate the advertising phenomenon, the perspective of this paper will be to address the broad subject of advertising ethics and self-regulation in an effort to reflect the theoretical and practical aspects of advertising legislation. These objectives have been chosen with the aim of dissipating and controlling the level of uncertainty faced by firms when advertising.