The Regulation of Advergames in the EU

Advergaming is a poorly understood phenomenon, especially as to its legal aspects. Whereas advertisers have well understood the marketing interest of such a technique, a lack of comprehension is indeed perceptible in the legal field. Because of a lack of a clear definition, it has been so far impossible to attach advergames to a legal framework at the EU level. Addressing the question of a brand new policy that would regulate advergaming, it appears eventually essential to imply all stakeholders and to adopt an integrated policy mixing legislative interventions as well as self-regulation.

Fabien Gagnerot

Télécharger le mémoire

Laisser un commentaire

Votre adresse e-mail ne sera pas publiée. Les champs obligatoires sont indiqués avec *

Ce site utilise Akismet pour réduire les indésirables. En savoir plus sur comment les données de vos commentaires sont utilisées.