Paolo Martinello

Transparency of Digital Marketing and Consumer Protection

  • Abstract

Informations and abstract

Keywords: Digital marketing, influencers, unfair commercial practice, consumer protection.

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

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