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Children's Rights and Commercial Communication in the Digital Era

Children's Rights and Commercial Communication in the Digital Era

Author: Valerie Verdoodt
Publisher: Intersentia Publishers
ISBN: 9781780688688
Published In: February 2020
Format: Hardback
Jurisdiction: U.K. ? Disclaimer:
Countri(es) stated herein are used as reference only

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Description
Contents

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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.

Introduction

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

Chapter I. Setting the Scene

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

Conclusion. An Analytical Framework for the Regulatory Framework for Commercial Communication

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

Chapter I. Piecing Together the Regulatory Puzzle

Chapter II. Evaluation of the Current Regulatory Framework

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

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

Chapter II. Functional Comparative Assessment of National ARIs