Ética y valores en la publicidad. El Branded Content como formato estrella de la responsabilidad social corporativa.

Abstract

Advertising ethics is more fashionable than ever and has become an important branch within what is known as Corporate Social Responsibility. For this reason, it is exploring how the different advertising formats can be adapted to the new objective of companies to transmit brand values ​​and purposes in an effective way. Branded content is positioned as one of the star formats for this purpose and that is what we are going to discuss in this article. To do this, we will analyze the branded content actions that have been launched in Spain in the last four months of 2022, which will allow us to know what are the themes, genres, formats and types of companies that use it, as well as the advantages and limitations of its use.