Children's Rights and Commercial Communication in the Digital Era

This book presents an original and timely fundamental rethinking of the regulatory framework of commercial communication from a children’s rights perspective. Offering a carefully considered, well-documented overview and in-depth evaluation of several legislative frameworks, policy documents, self- and co-regulatory initiatives and literature from a variety of disciplines, it works towards the development of children’s rights-inspired recommendations for an empowering regulatory framework for online commercial communication aimed at children.

Author(s):
Valerie Verdoodt
Series:
KU Leuven Centre for IT & IP Law Series
Volume:
10
book | published | 1st edition
February 2020 | xiv + 332 pp.

Hardback
€70.-


ISBN 9781780688688


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Details

On 20 November 2019 the United Nations Convention on the Rights of the Child celebrates its 30th anniversary. In 1989, when the Convention was adopted, children came across advertising on television, on billboards in the street, in shops and through leaflets in their mailbox. Over the past 30 years, the way in which children are targeted by advertisers and the formats that are used have changed significantly. Think of advergames, influencer marketing, and behavioural targeted advertising. The specific features of these formats, such as their immersive, interactive and personalised nature, make it difficult for children to understand the commercial and persuasive intent of the commercial messages directed at them.

This book presents an original and timely fundamental rethinking of the regulatory framework of commercial communication from a children’s rights perspective. Offering a carefully considered, well-documented overview and in-depth evaluation of several legislative frameworks, policy documents, self- and co-regulatory initiatives and literature from a variety of disciplines, it works towards the development of children’s rights-inspired recommendations for an empowering regulatory framework for online commercial communication aimed at children. It is a subject with great societal relevance which contributes to the further realisation of children’s rights in the digital environment.

Valerie Verdoodt is a fellow in law at the London School of Economics. Her research focuses on the legal and fundamental rights questions originating from the development of new media and technology, in particular regarding the protection and participation of children online. She also teaches Information technology and the law, Cyberlaw and EU Law on the LSE law programme.

Chapters

Contents (p. 0)

Introduction (p. 1)

Part I. Children's Rights and Advertising Literacy in the Digital Era

Chapter I. Setting the Scene (p. 9)

Chapter II. The Role of Children’s Rights in Regulating New Forms of Commercial Communication (p. 55)

Conclusion. An Analytical Framework for the Regulatory Framework for Commercial Communication (p. 101)

Part II. Assessment of the Regulatory Framework for Commercial Communication in Light of Children's Rights

Chapter I. Piecing Together the Regulatory Puzzle (p. 105)

Chapter II. Evaluation of the Current Regulatory Framework (p. 183)

Conclusion. Gaps and Overlaps in the Current Regulatory Framework for Commercial Communication Aimed at Children (p. 233)

Part III. Assessment of National Aris in the Area of Commercial Communication

Chapter I. The Interplay Between Alternative Regulatory Instruments and the Legal Framework for Commercial Communication (p. 237)

Chapter II. Functional Comparative Assessment of National ARIs (p. 257)

Conclusion. Best Practices for the Structuring of ARIs in the Area of Commercial Communication (p. 283)

Concluding Remarks and Recommendations for the Future

Chapter I. Retrospective of the research undertaken (p. 287)

Chapter II. Conclusions (p. 299)

Chapter III. Recommendations (p. 301)

Bibliography (p. 305)

About the series:

KU Leuven Centre for IT & IP Law Series

The KU Leuven Centre for IT & IP Law Series brings together the results of research activities of the Centre for IT & IP Law.

The central research themes of the series concern the legal and ethical aspects of information technology, innovation and intellectual property.

Each book in the series focuses on the essential developments in the current legal framework, necessitated by the rapid evolution of technology in various fields, such as government, media, health care, informatics, digital economy, banking, transport and culture. The research is characterised by an interdisciplinary approach, constantly cross-fertilising legal, technical, economic, ethical and socio-cultural perspectives.

Books are published in English, Dutch and/or French.
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De KU Leuven Center for IT & IP Law Series verzamelt de resultaten van de onderzoeksactiviteiten van het Centrum voor IT & IP-recht.

In de reeks komen de juridische en ethische aspecten van informatietechnologie, innovatie en intellectuele eigendom aan bod.

Elk boek in de reeks belicht de belangrijke ontwikkelingen in het bestaande juridische kader die noodzakelijk zijn omwille van de snelle technologische evolutie in verschillende sectoren zoals de overheid, de media, de gezondheidszorg, informatica, de digitale economie, banken, transport en cultuur.

Elk onderwerp wordt interdisciplinair benaderd met een voortdurende kruisbestuiving tussen de juridische, technische, economische, ethische en sociaal-culturele domeinen.

De volumes in de reeks verschijnen in het Engels, Nederlands en / of Frans.
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