Developing Advertising Literacy Strategies Aligned with Legal and Self-Regulatory Frameworks

Significant advancements have occurred in the protection of minors on the Internet, particularly concerning safeguarding them against exposure to commercial communications. This chapter embarks on a dual exploration. Firstly, it delves into the evolution of regulations pertinent to online advertising and the protection of minors in Spain. These regulations include the General Advertising Law 34/1988, the Law on Information Society Services and Electronic Commerce 34/2002 (LSSI), the Law on the Protection of Personal Data and Guarantee of Digital Rights 3/2018 (LOPDGDD), the Law on Comprehensive Protection of Children and Adolescents from Violence 8/2021 (LOPIVI), and the Audiovisual Communications Law 13/2022 (GLAC). Secondly, it analyzes the codes formulated by the prominent self-regulatory body, AUTOCONTROL. In a broader context, it is evident that regulatory authorities and industry stakeholders place a premium on advancing self-regulation and media literacy. These initiatives aim to facilitate a responsive approach to the dynamic transformations occurring on the Internet and in communication methods, solidifying the protection of minors as a paramount concern. This chapter offers a comprehensive examination of these regulations and initiatives, shedding light on their impact and implications for the safeguarding of minors in the digital landscape.