This paper assesses the move towards more 'integrative advertising' methods which rely on the mixing of commercial and non-commercial content, and the suitability of the current EU legislative framework to deal with such developments. In essence, the paper examines the 'identification' and 'transparency' principles in the context of online advertising. This analysis allows for the drawing of conclusions vis-à-vis future policy initiatives and enforcement challenges. The paper states that for true advertising literacy mere identification of commercial communications is insufficient and that efforts need to be made in order to educate consumers (especially children) to allow for the continuing relevance and reliance on the notion of the average consumer
