What it covers
A campaign can infringe the rules through elements that no single claim reveals when assessed in isolation: an image that implies a therapeutic effect, a context that turns a neutral statement into a health claim, a channel aimed at an audience that calls for stricter standards. The review assesses the piece as the consumer will actually receive it.
The first layer of analysis is the harmonised Union framework, which applies in every Member State: the fair information practices of Article 7 of Regulation (EU) No 1169/2011, which paragraph 4 extends to advertising and to the presentation of foods; the rules on nutrition and health claims of Regulation (EC) No 1924/2006; and Directive 2005/29/EC on unfair commercial practices, as amended by Directive (EU) 2024/825.
The second layer is national. Enforcement, the interpretative criteria of the authorities and advertising self-regulation remain national, and the review covers them for Spain: the General Advertising Act (Ley 34/1988), Article 44 of Law 17/2011 on food safety and nutrition, Royal Decree 1907/1996 on advertising with alleged health purposes, and, for campaigns aimed at children, the PAOS Code managed by Autocontrol — always distinguishing binding law from a voluntary self-regulation system. Where advisable, the service includes preparing and submitting a Copy Advice request to Autocontrol on the client's behalf: a confidential, voluntary and non-binding prior opinion, particularly useful at an early creative stage (script, storyboard or animatic), before final production is committed. Where a campaign must also be checked against the national layer of another Member State, this is done in collaboration with local specialists.
What it does not include
It does not include the creative production or design of the piece, which is a matter for the client's agency or marketing team. Nor does it include assistance with a complaint already lodged with the Autocontrol Advertising Jury or with any authority, which is a separate, contentious engagement. The review of a single claim on its own, without the rest of the piece, is covered by the nutrition and health claims review.
Legal framework
Regulation (EU) No 1169/2011, in particular Article 7; Regulation (EC) No 1924/2006; Directive 2005/29/EC concerning unfair business-to-consumer commercial practices, as amended by Directive (EU) 2024/825. In Spain: Ley 34/1988, de 11 de noviembre, General de Publicidad; Ley 17/2011, de 5 de julio, de seguridad alimentaria y nutrición, in particular Article 44; Real Decreto 1907/1996, de 2 de agosto; and the PAOS Code, with Autocontrol's Copy Advice® system as a prior consultation mechanism.
Process
The client submits the advertising piece or draft, preferably at an early stage of development (script or storyboard), through the quote form. The analysis is carried out against the applicable framework and, where appropriate, the Copy Advice request is prepared and submitted. The client receives a report with the assessment of legal risk and, where applicable, the outcome of the consultation.
When this is not the right service
If the question is limited to whether a specific claim is legally covered, without the need to review the rest of the piece, the right service is the claims review. If the communication relies on environmental claims, the environmental claims audit is the more precise service. If a complaint or a sanctioning procedure is already under way, please use the general quote form.