The Code Follow-up Commission, chaired by the Director General of Consumer Affairs, has positively evaluated the data on self-regulation of toy advertising in 2024. AUTOCONTROL dealt with 823 requests for Copy Advice® on (children’s) toy advertisements before they were distributed. In terms of results, 65.9% of these Copy Advice® were positive and 33.7% recommended changes to the advertisement. Regarding the activity of the Advertising Jury, 2 cases concerning toy advertising campaigns were decided during the same period.
The Follow-up Committee of the Self-Regulatory Code for Children’s Toy Advertising emphasized that the use of this voluntary control tool by the toy industry, advertising agencies and the media (especially television channels) makes it possible to identify and, if necessary, correct toy advertising projects before they are broadcast, to guarantee their legal and ethical correctness.
In addition, within the framework of the Monitoring Committee, the Consumers’ Association also presented the «Report with the results of the evaluation of toy advertising broadcast on television during the 2024-2025 Christmas campaign». The results of the review of nearly 150 advertisements broadcast during the last Christmas campaign concluded that no violations of the law or the Code were found. This was thanks to the widespread use of the Copy Advice tool from AUTOCONTROL, which reviewed these ads before they were broadcast.