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Integrative advertising : the marketing 'dark side' or merely the emperor's new clothes?

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Abstract
This paper assesses the move towards more 'integrative advertising' methods which rely on the mixing of commercial and non-commercial content, and the suitability of the current EU legislative framework to deal with such developments. In essence, the paper examines the 'identification' and 'transparency' principles in the context of online advertising. This analysis allows for the drawing of conclusions vis-à-vis future policy initiatives and enforcement challenges. The paper states that for true advertising literacy mere identification of commercial communications is insufficient and that efforts need to be made in order to educate consumers (especially children) to allow for the continuing relevance and reliance on the notion of the average consumer.
Keywords
Integrative advertising, Consumer protection, Media law, Data protection

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Citation

Please use this url to cite or link to this publication:

Chicago
Clifford, Damian, and Valerie Verdoodt. 2017. “Integrative Advertising : the Marketing ‘Dark Side’ or Merely the Emperor’s New Clothes?” European Journal of Law and Technology 8 (1).
APA
Clifford, D., & Verdoodt, V. (2017). Integrative advertising : the marketing “dark side” or merely the emperor’s new clothes? EUROPEAN JOURNAL OF LAW AND TECHNOLOGY, 8(1). Presented at the BILETA Conference 2016.
Vancouver
1.
Clifford D, Verdoodt V. Integrative advertising : the marketing “dark side” or merely the emperor’s new clothes? EUROPEAN JOURNAL OF LAW AND TECHNOLOGY. 2017;8(1).
MLA
Clifford, Damian, and Valerie Verdoodt. “Integrative Advertising : the Marketing ‘Dark Side’ or Merely the Emperor’s New Clothes?” EUROPEAN JOURNAL OF LAW AND TECHNOLOGY 8.1 (2017): n. pag. Print.
@article{8517624,
  abstract     = {This paper assesses the move towards more 'integrative advertising' methods which rely on the mixing of commercial and non-commercial content, and the suitability of the current EU legislative framework to deal with such developments. In essence, the paper examines the 'identification' and 'transparency' principles in the context of online advertising. This analysis allows for the drawing of conclusions vis-{\`a}-vis future policy initiatives and enforcement challenges. The paper states that for true advertising literacy mere identification of commercial communications is insufficient and that efforts need to be made in order to educate consumers (especially children) to allow for the continuing relevance and reliance on the notion of the average consumer.},
  articleno    = {547},
  author       = {Clifford, Damian and Verdoodt, Valerie},
  issn         = {2042-115X},
  journal      = {EUROPEAN JOURNAL OF LAW AND TECHNOLOGY},
  keyword      = {Integrative advertising,Consumer protection,Media law,Data protection},
  language     = {eng},
  location     = {Hertfordshire},
  number       = {1},
  pages        = {43},
  title        = {Integrative advertising : the marketing 'dark side' or merely the emperor's new clothes?},
  url          = {http://ejlt.org/article/view/547},
  volume       = {8},
  year         = {2017},
}