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Children's Rights and Commercial Communication in the Digital Era, Volume 10

Towards an Empowering Regulatory Framework for Commercial Communication. Ku Leuven Centre for It & IP Law

By (author) Valerie Verdoodt
Format: Hardback
Publisher: Intersentia Ltd, Cambridge, United Kingdom
Published: 4th Feb 2020
Dimensions: w 170mm h 246mm d 27mm
Weight: 780g
ISBN-10: 1780688687
ISBN-13: 9781780688688
Barcode No: 9781780688688
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Synopsis
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.

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