Indicators for transparency in the planning and implementation of state advertising campaigns

Abstract

This study analyzes the extent to which indicators that allow monitoring the configuration of the planning and implementation of institutional advertising campaigns by the General State Administration are published, to guarantee transparency, in accordance with Law 29/2005 on Institutional Advertising and Communication. Thus, the study examines which indicators must be taken into account to be in line with the requirements of European Media Freedom Act and the Democracy Action Plan. To this end, the plans and reports of the Commission on Institutional Advertising and Communication published during 2015-2024 are analyzed. In relation to the planning of the campaigns, information is published on their distribution, with consistency observed in the objectives, the targeted recipient, and the area of coverage. However, the media plan does not achieve the level of transparency it should, as it does not provide information on the campaigns and budgets allocated to specific media outlets. The ex-post evaluation is in no way representative, nor does it provide performance indicators, thus their efficiency and effectiveness cannot be ascertained. The lack of disclosure in these aspects requires adaptations to comply with the transparency that allows appreciation of the pluralism, proportionality and non-discrimination established in Regulation (EU) 2024/1083 and the Democracy Action Plan.