Institutional advertising and the shade of discretion: regulation, media investment and parliamentary control in Castille-and-Leon
Abstract
In this paper, we analyse, on the one hand, the regulatory evolution of the contracting of institutional advertising in Castille & León since the approval of Law 4/2009, on Institutional advertising in Castille & León; and, on the other hand, the funding by the regional government to the media during the period 2014-2020. The interest in studying this particular case is that for the first time in an Autonomous Community a government agreement, in 2019, between the political parties Peoples´ Party (Partido Popular) and Citizens (Ciudadanos) has promoted actions to audit the expenditure management, thus revealing the suspicion of discretionality in the deliveries of funds for this type of campaigns. The quantitative data and the analysis of the political speeches on this matter in the Autonomous Parliament confirm that an amendment of Law 4/2009 is needed as well as the establishment of accountability oriented towards an improved planning and evaluation of the advertising campaigns. These approaches would result in a more effective communication to citizens under the principles of efficiency and rationality in spending that are presumed in all public bodies.
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