Portugal
Public Bodies
Ministério das Obras Públicas, Transportes e Comunicações (MOPTC) (Ministry of Public Works, Transports and Communications)
The Ministry is competent on communications.
Alta Autoridade para a Comunicação Social (High Authority for the Mass Media)
The Alta Autoridade para a Comunicação Social is an independent administrative authority operating under the control of the Parliament. Foreseen by Art.39 (3) of the Portuguese Constitution, in charge of supervising the application of the TV Law (except the provisions on advertising). The Portuguese Council of Ministers of 12 May 2005 has introduced a legislative proposal to replace the High Authority for the Mass Media with an independent administrative authority called Regulatory Body for the Mass Media.
Instituto do Consumidor (Institute of the Consumer)
The Institute is specifically in charge of the control of compliance with the rules established by the Advertising Code, as well as those established by legislation on direct marketing and toys.
Instituto da Comunicaçao Social (Institute of Media)
ICS is a public institute created by Decreto-Lei n.º 34/97, de 31 de Janeiro (Decree-Law No. 34/97 of 31 January 1997) in order to implement the communication policies adopted by the government.
Self-regulation bodies
Instituto Civil da Autodisciplina da Publicida (ICAP) (Institute of Advertising Self-Regulation)
ICAP has been set up in 1991. It is funded by the advertising
industry to apply code and rules regulating advertising content. IAP
receives complaints for investigation, and in case the complaint is
upheld, the advertiser will be requested to withdraw or amend the
advertisement.
ICAP is a member of EASA (European Advertising Standards Alliance).
Law
Constituição da República Portuguesa (Portuguese Constitution)
- Art. 60, par.2 ( Advertising in general)
- Art. 69, par.1 ( Right of children to be protected)
Full text (English version not available)
Código da Publicidade
Decree-Law 330/90 of 23 October 1990 (last amended in 2003)
establishing the s.c. 'Advertising Code' (as repeatedly amended)
- Art. 1, Art. 13 par.3, Art. 14, Art. 17 par. 1 lett. A, par.2 and
Art. 20 (Alcohol and tobacco advertising)
- Art. 23, Art. 24 (Sponsorship)
- Art. 25, Art. 25-A (Teleshopping)
Full text (English version not available)
Lei n.º 31-A/98, de 14 de Julho
Law 31-A/98 of 14 July 1998
Radio/Television Law as replaced by Law No. 32/2003 of 22 August
- Art. 24, Art. 30 par.1, 36-37
Full text (Portuguese version)
Full text (English version)
Decreto-Lei n.º 177/99, de 21 de Maio
Decree-Law 175/99 of 21 May 1999, as last amended by Lei n.º
95/2001, de 20 de Agosto/ Law No. 95/2001
Advertising through audio-text services, i.e. maintained on fixed or mobile telephone networks
- Art.2, par.3 and 6
Full text (Portuguese version)
Full text (English version of Decree-Law no. 177/99)
Lei No. 4/2001 de 23 de Fevereiro
Law No. 4/2001 of 23 February 2001
Radio advertising
- Art. 44, Art. 47, par.1, lett. B
Full text (English version not available)
Decreto-Lei de 15 de Fevereiro
Decree-Law 51/2001 of 15 February 2001
Alcohol advertising
Full text (English version not available)
Decreto-Lei n.º 237/92 de 27 de Outubro
Decree-Law 237/92 of 27 October 1992, as repeatedly amended
Toy advertising
- Art.13
Full text (English version not available)
There are no specific rules on advertising to children for press, posters, cinema or the Internet.
Self-regulation
ICAP Codigo de Conduta
Code of Conduct 1991, last amended in 2003, covering all media
- Part II , art. 23 Children and Youth
Full text (English version not available)
Codigo de Conduta das Empresa do Marketing Direct
Code of the Portuguese Direct Marketing Association
It applies to marketing/advertising in general with no specific rules for marketing/advertising to children.
Full text (English version not available)
Updated: July 2005