Abstract

http://ssrn.com/abstract=963219
 
 

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Stealth Risks of Regulating Stealth Marketing: A Comment on Ellen Goodman's 'Stealth Marketing and Editorial Integrity'


Eric Goldman


Santa Clara University - School of Law


Texas Law Review, Vol. 85, 2007
Santa Clara Univ. Legal Studies Research Paper No. 07-24

Abstract:     
In this response piece to Ellen Goodman's Stealth Marketing and Editorial Integrity, 85 Tex. L. Rev. 83 (2006), Professor Goldman explores the potential adverse consequences of Professor Goodman's proposal for sponsorship disclosure laws. More specifically, Goldman argues that any deliberation of such disclosure laws must consider: (i) why consumers desire to know the source of content; (ii) whether consumer distrust of marketing wrongly affects consumers' evaluation of content; and (iii) the adverse effects of noisy disclosures.

Number of Pages in PDF File: 6

Keywords: stealth marketing, payola, commercial speech, consumer behavior, sponsorship disclosure laws, broadcasting, search engines

JEL Classification: D83, K2, K23, L51, L82, L86, M31, M37

Accepted Paper Series





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Date posted: February 15, 2007  

Suggested Citation

Goldman, Eric, Stealth Risks of Regulating Stealth Marketing: A Comment on Ellen Goodman's 'Stealth Marketing and Editorial Integrity'. Texas Law Review, Vol. 85, 2007; Santa Clara Univ. Legal Studies Research Paper No. 07-24. Available at SSRN: http://ssrn.com/abstract=963219

Contact Information

Eric Goldman (Contact Author)
Santa Clara University - School of Law ( email )
500 El Camino Real
Santa Clara, CA 95053
United States
408-554-4369 (Phone)
HOME PAGE: http://www.ericgoldman.org
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