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

Damian Clifford and Valerie Verdoodt UGent (2017) EUROPEAN JOURNAL OF LAW AND TECHNOLOGY. 8(1).
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.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
keyword
Integrative advertising, Consumer protection, Media law, Data protection
journal title
EUROPEAN JOURNAL OF LAW AND TECHNOLOGY
volume
8
issue
1
issue title
BILETA Special Issue – Future, law, education and technology
pages
43 pages
conference name
BILETA Conference 2016
conference organizer
Hertfordshire University School of Law
conference location
Hertfordshire
conference start
2016-04-10
conference end
2016-04-11
ISSN
2042-115X
language
English
UGent publication?
yes
classification
A2
id
8517624
handle
http://hdl.handle.net/1854/LU-8517624
date created
2017-04-13 09:52:02
date last changed
2017-10-02 12:08:30
@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.},
  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?},
  volume       = {8},
  year         = {2017},
}

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.