Transparency of Digital Marketing and Consumer Protection

Paolo Martinello

Micro & Macro Marketing, 2020, issue 3, 611-628

Abstract: Digital marketing must comply with consumer protection legislation.A non-transparent use of influencers can be an unfair commercial practiceas a kind of hidden advertisement. The guidelines and interventionsof the Italian competition Authority are changing the behavior of bothbrands and testimonials. A more transparent and fair online marketingcan generate greater trust in consumers.

Keywords: Digital marketing; influencers; unfair commercial practice; consumer protection. (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/98624 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/98624 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/98624:y:2020:i:3:p:611-628

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().