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The Issues of Online Advertising and Marketing : Implications of Cases for SNS-based Influencer Marketing in the U.S.

By 天野 恵美子

Abstract

New advertising and marketing techniques are getting more sophisticated and personalized so that companies can reach their audiences in the digital world. There are serious concerns about the growing trend of deceptive (non-disclosed) native advertisement and influencer marketing in social media. In the United States, the Federal Trade Commission (FTC) prohibits deceptive and unfair practices under the FTC Act. The FTC has a policy on disguised advertising (paid endorsements and native advertising on the Internet), which is advertising that is likely to mislead consumers and, to enforce this policy, the commission has taken action against non-disclosed native advertising through “influencer” user profiles on Instagram and YouTube.This study provides an overview of online advertising techniques and discusses several cases of SNS-based influencer advertising and marketing that have violated FTC policy.The implications of these cases in the U.S. contribute both to an understanding of fair advertising for consumers and to discussions on future directions for policy and marketing in Japan.1.研究の背景と研究の目的2.インターネット上の新たな広告・マーケティングと規制3.米国におけるSNSを活用した広告・マーケティングの違反事例4.考

Topics: online advertising, SNS, native advertising, influencer marketing, United States
Publisher: The Economics Society of Saitama University
Year: 2018
OAI identifier: oai:sucra.repo.nii.ac.jp:00018330

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