The role of the Spanish National Commission on Markets and Competition as guardians of the comñliance of the right operation of State institutional advertising and its impat on the media market as well as proposals for strengthening it
Abstract
In this paper we describe and analyze the monitoring and control activities carried out by the National Commission for Markets and Competition (CNMC), the Spanish competition authority and audiovisual regulator, of the operation of institutional advertising by the General State Administration and other state public sector entities (AGE) and its possible impact on the media market. To this end, the resolutions and actions of this body on institutional advertising and competition in the sector are systematized and examined, within the framework of a broader analysis of the system of regulation and control of institutional advertising of the AGE. The research shows that this control system is, at least, partial and insufficient. In this respect, the possibilities of increasing or strengthening the CNMC's powers to monitor the distribution of the institutional and commercial advertising investment by the National Government and its impact on the media market are explored, since it could contribute to guaranteeing the efficiency and transparency of the process.
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