The Comisión Nacional de los Mercados y la Competencia (CNMC) has sanctioned Atresmedia for airing concealed advertising in the program 'Juntas cambiamos', which was broadcast through its Atresplayer service. The infringement occurred between July 16, 2024, and May 21, 2025.

While the program was described as being offered by a food brand, it lacked adequate identification of its advertising nature, particularly the absence of a 'advertising' label. The program was based on a study by the brand and discussed health-related topics, featuring direct mentions of the brand and its products, along with visual elements associated with its corporate identity.

The CNMC determined that these elements indicated a promotional intent integrated into the program's editorial content without clear identification for viewers. This practice could mislead the audience regarding the nature of the content, failing to distinguish between programming and commercial communication.

The CNMC classified the violation as serious under the General Audiovisual Communication Law, which prohibits concealed audiovisual commercial communication with an intentional advertising purpose that can mislead the public. Initially, a fine of €262,500 was imposed, but after Atresmedia acknowledged its responsibility and requested reductions for early payment, the final amount was set at €157,500, reflecting a 40% reduction from the original fine.