Abstract

http://ssrn.com/abstract=1101363
 
 

Citations (1)



 
 

Footnotes (276)



 


 



Advertising in Online Games and EC Audiovisual Media Regulation


Thomas Steiner


University of Luzern – i-call (International Communications and Art Law Lucerne) Research Centre

January 2008

NCCR Trade Regulation Working Paper No. 2008/3

Abstract:     
Advertising in Online Games (AOG) has received much attention in recent reports on the future of advertising. Consulting firms, market research institutes, leading e-marketing magazines, influential bloggers, and mass media assess and comment on the potential of these new models of advertising. The present article looks at AOG from the viewpoint of European audiovisual media law and policy. It suggests a typology of both online games and AOG. Based on that typology, the author introduces AOG as an object of regulation; evaluates motives, technical justifications and objectives in favor of regulating AOG; and analyzes critically the new EC Audiovisual Media Services Directive as a prospective regulatory tool to accomplish these objectives.

Number of Pages in PDF File: 43

Keywords: Advertising, online games, digital culture, online worlds, new technologies, audiovisual media regulation, AVMS Directive

working papers series





Download This Paper

Date posted: March 4, 2008  

Suggested Citation

Steiner, Thomas, Advertising in Online Games and EC Audiovisual Media Regulation (January 2008). NCCR Trade Regulation Working Paper No. 2008/3. Available at SSRN: http://ssrn.com/abstract=1101363 or http://dx.doi.org/10.2139/ssrn.1101363

Contact Information

Thomas Steiner (Contact Author)
University of Luzern – i-call (International Communications and Art Law Lucerne) Research Centre ( email )
Hofstrasse 9, PO Box 7464
Luzern, 6000
Switzerland
HOME PAGE: http://www.i-call.ch
Feedback to SSRN


Paper statistics
Abstract Views: 1,654
Downloads: 261
Download Rank: 69,220
Citations:  1
Footnotes:  276

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo8 in 0.281 seconds