Abstract

The quest to promote minimum ethical advertising standards is a concern in self-regulatory systems. This practice was introduced in Spain in 1995, the same year Autocontrol was founded. This article aims to examine how consumer associations view the functions of Autocontrol; specifically, the assessment these associations make of the Autocontrol claims system that is a key (and the only) part for any “external” actors to the association to be able to participate. The method used is a case study in which interviews with consumer associations were especially relevant.