Pursuant to the commitments assumed by virtue of the PAOS code, companies adhered to the Code, which presently represent a substantial part of the investment in advertising directed to children under 12 years of age, submit their proposals for TV spots directed to this target to AUTOCONTROL’s Technical Office to be reviewed before broadcasting. This procedure of forced and binding copy advice has been increasingly used by food and beverage companies that direct their advertising to children, leading to an increase of the quality and the fulfilment of the ethical criteria established by the PAOS Code. Thus, since the Code entered into force, on September 2005, until 31 October 2012, AUTOCONTROL’s Technical Office has issued 2.979 legal consultations and copy advice® requested by advertisers, agencies and televisions regarding projects for food and beverage spots directed to children under 12 years of age before being broadcasted.And regarding a posteriori controls, it should be pointed out that for these past years there has been a decrease in conflict in relation to the PAOS Code; having been filed a total of 20 complaints for its infringement, to AUTOCONTROL Advertising Jury since the Code’s entering into force until 31 October 2012. The Jury’s decisions and the compliance with them have contributed to the quality of advertising object of the Code.In this sense, the PAOS Code has meant an advance in the regulation of food advertising directed to children, not only because it establishes the principles that have to rule the design, execution and broadcasting of advertising messages, but also because it establishes the mechanisms that will guarantee the control and application of rules.In the past years significant advances have taken place in this sphere. Nonetheless, as it is established in the Resolution of the European Parliament, of 25 September 2008, on the White Paper of 2007 previously mentioned, the use of new commercial communications through electronic means should also be considered, given the fact that new media, such as the Internet, are increasing the presence of advertising directed to children and teenagers.Some studies point out at the significant increase of advertising directed to children and teenagers on the Internet due to the vast use of this media by this segment of population.The European Parliament Resolution, of 15 December 2010, on the “Effects of Advertising on the Behaviour of Consumers” suggests that Member States that do not yet have self-regulatory organisations, based on the better practices of other Member States, should facilitate their creation or that should formally recognise them.Moreover, in such Resolution, the European Parliament specifically considers the problems generated by the development of the Internet and the new technologies, recommending the adequate protection of children and teenagers due to their vulnerability in these media.For all of these reasons, the companies that advertise food and beverages directed to this public, in their efforts to improve the quality of communications about their products, and following the indications of the law, agree to increase their self-regulatory commitment regarding the advertising of food and beverages on the Internet directed to children under 15 years of age, considering the increasing use of this media also by this segment of the population. In fact, the European Commission itself, in its Communication of 2 May 2012, on a “European Strategy for a Better Internet for Children” recognises the need to offer safe contents appropriate for this public on the Internet.Consequently, and as a part of the active compromise of the food industry with self-regulation on its advertising activities through the new media, and also in order to comply with the content of articles 45 and 46 of the Law 17/2011, of July 5, on Food Safety and Nutrition, the FIAB deemed appropriate to propose a new PAOS Code adding a set of rules that will guide the companies adhered to it to the development, execution and broadcasting of their advertising of food products and beverages intended for Internet users under 15 years of age.In fact, article 46 of the Law 17/2011, of July 5, on Food Safety and Nutrition, under the heading “Advertising on food products intended for consumers under 15 years of age” requests the establishment of codes of conduct that regulate the commercial communications on food and beverages directed to children under 15 years of age.Finally, the companies adhered to this Code reiterate – as must be the case – their commitment with respect to the general advertising legislation, as well as to current legislation concerning advertising of food products, and the legal provisions referring to the protection of children, independent of the medium or means used in the dissemination of their advertising.Additionally, the adhering companies, in their advertising directed to children under 12 years of age (in audiovisual and printed media) and to children under 15 years of age (on the Internet), agree to respect the rules contained in this Code, which specify and expand upon the scope of the legal requirements for the advertising and promotion of food products and beverages directed to this public, to the benefit of the general interest of consumers and of the market.