Advertising in Online Games and EC Audiovisual Media Regulation

43 Pages Posted: 4 Mar 2008  

Thomas Steiner

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

Date Written: January 2008

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.

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

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: https://ssrn.com/abstract=1101363 or http://dx.doi.org/10.2139/ssrn.1101363

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

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