In Portugal, advertising is governed by a comprehensive legal framework to ensure that advertisements are lawful, truthful, and respectful of consumer rights. The key regulations include:
General Laws: The Advertising Code (Decree-Law 330/90) is the cornerstone, complemented by the Consumer Protection Law (Law 24/96), and other regulations covering electronic communications, personal data protection, and unfair commercial practices.
Specific Restrictions:
Alcohol advertising must adhere to the Self-Regulation Code for Commercial Communications of Alcoholic Beverages, ensuring responsible marketing practices.
Digital and interactive advertising should follow the Good Practice Guide of Digital Marketing Communications and Online Behavioral Advertising.
Self-Regulation: The advertising industry in Portugal also operates under a self-regulatory system managed by ARP (Autoridade Reguladora para a Publicidade), which provides a Code of Conduct based on international standards. This system helps manage and resolve complaints related to advertising practices.
Enforcement and Penalties: The Portuguese General Directorate for the Consumer oversees compliance, with potential penalties for violations ranging from fines to advertising bans.
Cultural Considerations: Advertisers are advised to respect cultural norms, avoiding content that might offend religious sentiments or national symbols, which is particularly pertinent given Portugal's strong Catholic identity.
Adherence to these regulations is crucial for any business looking to engage with the Portuguese market.
