Transparency of digital native and embedded advertising: Opportunities and challenges for regulation and education

被引:20
作者
van Reijmersdal, Eva A. [1 ]
Rozendaal, Esther [2 ]
机构
[1] Univ Amsterdam, Amsterdam Sch Commun Res ASCoR, Amsterdam, Netherlands
[2] Radboud Univ Nijmegen, Behav Sci Inst, Nijmegen, Netherlands
来源
COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH | 2020年 / 45卷 / 03期
关键词
native advertising; regulation; education; future research; PERSUASION KNOWLEDGE; SPONSORSHIP DISCLOSURE; PRODUCT PLACEMENT; LITERACY; CHILDREN;
D O I
10.1515/commun-2019-0120
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
This article elaborates on one of the main characteristics of digital native and embedded advertising: its lack of transparency. Challenges and opportunities for disclosing native advertising practices as well as how educational measures concerning this type of advertising should look are discussed. In addition, a future research agenda is presented.
引用
收藏
页码:378 / 388
页数:11
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