Advertising

'We shall be honest with our customers, providing them at all times with truthful, clear, useful and precise information when marketing our products. In addition, we shall verify that our products meet all required and published specifications.'

This is derived from Telefónica's Business Principles, the ethical code that sets out the principles for forming relationships with its interest groups (employees, customers, suppliers, shareholders, public bodies and society as a whole).

For this reason, in 2008, Telefónica worked on two lines of action to publicise its vision 'The Spirit of Progress'. Firstly, it worked to implement a responsible advertising model, with the aim of extending its principles into the entire cycle of creating and launching advertisements. Secondly, it launched another press and internet campaign aimed at encouraging responsible use of ICT by its customers.