Ethics in advertising practice in the media of Villa Clara, Cuba.

Abstract

With the publication of the Social Communication Law in the Official Gazette, Cuba opens a new door to the practice of advertising in the media. This article studies the professional competencies required to ethically undertake this communicative practice in Villa Clara, while also investigating the availability of the technique and criteria for the appropriateness of advertising in the current context of the country. The article uses the documentary bibliographic method and its technique, documentary bibliographic review, as well as interviews to gather information from primary and secondary sources related to the topic. The questionnaire survey elicited the opinions of journalists, media managers, radio artists, and others involved in the production of advertising based on the new press management models in Cuba. The main finding is that the province's media lack the required technological and human resources training to practice advertising. However, they emphasize the importance of its implementation as a source of income and economic sustainability. Those interviewed raise the need to undertake it with ethics and professionalism.