Resumo

MUELA-MOLINA, Clara  e  PERELLO-OLIVER, Salvador. Misleading advertising: a study of radio spots in Spain. Convergencia [online]. 2013, vol.20, n.62, pp.13-43. ISSN 2448-5799.

In order to identify the different types of misleading advertising, this study is based on the existing legal framework in Spain. A total of430 radio spots -or 1,664 when broadcast frequency is considered- were coded according to radio station type, time slot and product category. The findings of content analysis reveal that 33% of radio spots in 2009 included misleading content, predominantly in terms of product characteristics and those within the health category. The study suggests that a new approach should be taken by the organisations that control, monitor and follow-up on advertising.

Palavras-chave : misleading advertising; deceptive advertisements; radio spots; unlawful advertising; content analysis.