Promotierisicos

Promotierisicos is a term used in some interdisciplinary discussions of marketing risk governance to describe the systematic study of risks arising from promotional activities across media. The term blends promotor, referring to promotional efforts, with riesgos, the Spanish word for risks, and is most commonly found in Spanish-language literature and in discussions that bridge marketing, law, and ethics.

The concept covers both strategic and operational dimensions: identifying and characterizing risks such as misleading claims, deceptive practices, privacy intrusions in data-driven targeting, advertiser brand safety, and reputational exposure; evaluating potential impacts on consumers, markets, and firms; and developing governance mechanisms to mitigate these risks. It also emphasizes the interaction of platforms, advertisers, and regulators, and the need for transparent measurement and accountability.

Methodological tools associated with promotierisicos include risk assessment frameworks, scenario analysis, probabilistic modeling, compliance auditing, and policy development. Practitioners may implement disclosure standards, contractual safeguards with influencers, data-use agreements, and platform governance measures to reduce promotional risk.

Status and debates: The term is not universally standardized and its usage varies; some scholars treat promotierisicos as a subset of marketing ethics or risk management, while others use it to argue for new normative or regulatory approaches to digital advertising. Critics caution against overgeneralization, noting that risk profiles differ across industries and media.

Related concepts include marketing ethics, consumer protection, data governance, and platform accountability.