a. General regulation
1. Consumer Protection Law (Law 24/96 of 31 July 1996 - PCPA) states in article 7(4) as a general principle that advertising shall be lawful, explicit, and truthful and in accordance with the consumer’s rights.
The PCPA also states (article 7(5)) that any clear and objective information contained in advertisement of any good, right or service makes part of any legally binding contract or deal celebrated after such advertisement.
According to article 1 of the CP, the Advertising Code is applicable, in general terms, to any kind of advertising regardless of the respective mean or support used for advertising.
The CP’s rules do not apply to political or parties’ propaganda, which are subject to special regulation.
Article 24(1) of TV Law, refers that all the elements of programmes, shall respect in what concerns its presentation and contents
- human dignity (// art. 12 a. TVWF Directive); - fundamental rights (≠ art. 12 TVWF Directive);
- free formation of children’s and teenagers personality (≠art. 12 TVWF Directive); - shall not, in any case, contain
o pornography on non conditioned free-access services; o violence; o or induce rage racism and xenophobia.
Thus, article 24 of the CP is clearly more restrictive than article 12 of the TVWF Directive.
Like the UK's ASA, Portugal has a self-regulatory body, which is called the Instituto Civil da Autodisciplina da Communicacao Comercial (ICAP). It is also built on similar principles to the ASA, that all advertising must be truthful and lawful and yet there is more to it than that. In the advertising code, it states that advertising must respect human dignity, fundamental rights and free formation of children's and teenagers personality. Regulation of such opinion based rules, must be tricky, but Portugal as a country has high regard for clear-cut moral values. I spent a lot time looking through great creative work from Portugal's agencies and many of the best have a direct message or warning behind them. So I have picked the campaigns that I think not only are effective, but also support a good cause.
Fischer+bus Lisbon ads for Portuguese Sleep Association.
- ClientPortuguese sleep association
- AgencyFischer+bus, Lisbon
- CountryPortugal
- Uploaded31 March, 2011
- Creative Director
Paulo Afonso - Art Director
Marcelo Melo - Copywriter
Nuno Leal - Producer
Alexandra Dias - Producer
Andreia Nunes - Post production
Claus Stellfeld - Photographer
Claus Stellfeld - Fashion Stylist
Erica Porru - Illustrator
SMILE
| December 2006 | |
Credits & Description:
|
- CategoryCharities & appeals
- ClientAMI - International Medical Assistance
- AgencyY&R Portugal
- CountryPortugal
- Uploaded3 September, 2011
- Executive Creative Director
Pedro Ferreira - Executive Creative Director
Judite Mota - Copywriter
Judite Mota - Art Director
Pedro Ferreira - Account Director
Isabel Gonçalves - Agency Producer
Quiná - Photographer
Paolo Pelligrini
Copywriter: Fabio Seidl
Art Director: Diogo Mello, William Silva
Creative Director: Diogo Anahory, José Bomtempo
Photography: Krypton Studio
| Title: | MANUEL |
| Advertiser | AMNISTIA INTERNATIONAL |
| Product | AMNESTY INTERNATIONAL |
| Entrant | FUEL LISBOA, PORTUGAL |
| 3 of 3 Campaign | |
| Type of Entry: | Magazine |
| Type of Entry: | Product & Service |
| Category: | PUBLIC AWARENESS MESSAGES |
| Advertiser/Client: | AMNISTIA INTERNATIONAL |
| Product/Service: | AMNESTY INTERNATIONAL |
| Entrant Company: | FUEL LISBOA, PORTUGAL |
| Advertising Agency: | FUEL LISBOA, PORTUGAL |
| 2nd Advertising Agency: | EURO RSCG LISBOA, PORTUGAL |
| Creative Credits | |
| Name | Position | |
| Pedro Bexiga/Marcelo Lourenco | Creative Director | |
| Marcelo Lourenço | Copywriter | |
| Pedro Bexiga | Art Director | |
| João Pina | Photographer | |
| Sergio Resende | Account Supervisor | |
| Joana Gomes Pedro | Account Manager | |
| João Ribeiro | Planner |
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