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Author:Sophie C. Boerman - Natali Helberger - Guda van Noort - Chris J. Hoofnagle
Position::Assistant professor of Persuasive Communication, Amsterdam School of Communication Research (ASCoR), University of Amsterdam - Professor of Information Law, Institute for Information Law (IViR), University of Amsterdam - Associate professor of Persuasive Communication, Amsterdam School of Communication Research (ASCoR), University of Amsterdam ...
Pages:146-159
SUMMARY

Influencer marketing - the use of opinion leaders such as bloggers with many followers and readers to disseminate product messages - is gaining advertisers’ interest. This paper presents the law and self-regulative provisions concerning blog advertising in both Europe and the US and documents the actual practice of disclosing blog advertising: whether and if so how, bloggers disclose influences from advertisers, and how these disclosures ... (see full summary)


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