The Law on Social Communication, Advertising and Sponsorship: Implications for Institutional Management in Cuba

Abstract

Introduction: Cuba’s Social Communication Law No. 162 (2023) represents a milestone in institutionalizing communication as a citizen’s right and sociocultural process. Advertising and sponsorship are conceived not as traditional commercial mechanisms but as educational, cultural, and community tools.Materials and Methods: The study followed a qualitative, documentary, and theoretical approach with an exploratory-descriptive design. Legal documents, classical and contemporary academic literature, and recent Latin American studies were analyzed. Content analysis was applied in three phases: documentary review, thematic coding, and theoretical interpretation.Discussion: Results show that institutional advertising becomes an educational and cultural process, while sponsorship is legitimized as a public policy supporting community projects. The law aligns with communication theories that validate the discipline scientifically and as a space for building critical citizenship.Conclusions: The Social Communication Law redefines advertising and sponsorship in Cuba as strategic processes for institutional and community management. Its implementation strengthens citizen trust, fosters participation, and legitimizes communication as a tool for sociocultural development.