BRAND SAFE AND RESPONSIBLE ADVERTISING

Brand Safe and responsible advertising

Atresmedia Publicidad ensures the proper development of the advertising activity across all of the Group's channels and formats, including its digital platforms. In doing so, it ensures that the advertising broadcast is suitable for all audiences and aligned with the Company's values and mission, while guaranteeing a safe environment for brands (Brand Safe).

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Strict compliance with applicable law and regulations on the identification of advertising activity and its differentiation from editorial activity under the General Law on Audiovisual Media is another of the core principles steering the Group forward. Notably, no commercial content is broadcast as part of the Group's news programmes.

Ad-content control mechanisms

Atresmedia Publicidad operates a model of advertising communication based on quality and responsibility towards advertisers and audiences alike, focusing on two lines of action:

Making quality controls more effective.
Lobbying for industry self-regulation to protect the rights of consumers and customers.

The Group ensures that all television advertising content undergoes strict quality control—both in-house and through third parties—prior to broadcasting.

In-house control: the advertising and continuity department, through a rigorous quality control procedure and numerous screening processes, reviews ad campaigns before they are aired to detect possible incompatibilities with the main programmebeing broadcast and to ensure the quality of the communications. Meanwhile, Legal Services appraises any actions or advertising campaigns that could prove troublesome or have legal repercussions, with the aim of preventing possible risks of sanctions.
Third party control: the Group bolsters its in-house control process by requesting copy advice from industry watchdog AUTOCONTROL, which issues reports vouching for the legal and ethical propriety of the ad campaigns, while also clarifying any doubts that Atresmedia Publicidad may have raised. In 2024, Atresmedia made a total of 1,978 copy advice requests from AUTOCONTROL and carried out 118 ethical queries regarding advertising content.

Thanks to this process, Atresmedia is able to make the right decision when it comes to airing ad campaigns, minimising the emergence of the risks identified and ensuring the protection of audiences and advertisers. If these mechanisms happen to fail and the content has a negative impact on the audience, Atresmedia Publicidad looks into the reasons why and, if necessary, cancels the campaign being broadcast. In addition, the control process is thoroughly checked in order to spot possible shortcomings and, if any are detected, to correct them. Lastly, in the event of sanctions arising from breaches of prevailing regulations or self-regulatory codes, Atresmedia Publicidad decides whether to accept or appeal the sanctions.

Meanwhile, in order to remain a safe and attractive outlet for brands and to uphold its strict quality standards, Atresmedia Publicidad stays constantly up to date with the latest trends, developments and demands within the advertising market. In response to the increasing digitalisation of the market in 2024, Atresmedia endeavoured to offer its customers products that combine linear television with HBBTv and positioning on social media, along with special products to improve brand positioning. Examples here include differentiated sales on programmes such as El Hormiguero, Las Campanadas, Max Singer or LaVoz.

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| | 20/05/2025

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