Transparency of Digital Marketing and Consumer Protection
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Abstract
Digital marketing must comply with consumer protection legislation. A non-transparent use of influencers can be an unfair commercial practice as a kind of hidden advertisement. The guidelines and interventions of the Italian competition Authority are changing the behavior of both brands and testimonials. A more transparent and fair online marketing can generate greater trust in consumers.
Keywords
- Digital marketing
- influencers
- unfair commercial practice
- consumer protection
