Government Advertising in Spain. Legislative, Technological and Social evolution
Abstract
. The aim of this article is to understand and study the evolution in Spain of the role of Government advertising in the different State administrations. We analyze its accountability processes in a new competition scenario, the recent autonomous legislations and a new context where, in addition to new digital media, search engines like Google, platforms like YouTube and social networks like Facebook or Twitter have emerge. Currently, legislation around branded content —including sponsorships and advertorials—, a legal harmonization of government advertising, the transparency of advertisers and media companies or the role of social media are further opening the debate at the moment.
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