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Stealth Marketing in New Media : Are European Consumers at Risk?

Bîclea, Alice-Ada
(2017)

Files

Biclea_65041200_2017.pdf
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  • Adobe PDF
  • 2.94 MB

Details

Supervisors
Nihoul, Paul
Faculty
Faculté de droit et de criminologie
Degree label
Master [120] en droit
Abstract
This paper aims to study whether existing European norms are able to keep up with the internet. In order to do so, it is important not only to examine how the European Union tackles New Media advertising, but also examine the way other countries tackled the same issue. This is the reason why this paper also does an in-depth analysis of existing regulations in the United States of America and in the United Kingdom. The thesis is divided in three parts: the first deals with preliminary observations, marketing strategies as well as advertising techniques in New Media. The second part examines the existing European law in misleading advertising and soft law made by the International Chamber of Commerce and by the European Advertising Standards Alliance. The last part is a comparative law study in the US and in the UK.