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Transparency of Digital Marketing and Consumer Protection

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  • Paolo Martinello

Abstract

Digital marketing must comply with consumer protection legislation.A non-transparent use of influencers can be an unfair commercial practiceas a kind of hidden advertisement. The guidelines and interventionsof the Italian competition Authority are changing the behavior of bothbrands and testimonials. A more transparent and fair online marketingcan generate greater trust in consumers.

Suggested Citation

  • Paolo Martinello, 2020. "Transparency of Digital Marketing and Consumer Protection," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 611-628.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/98624:y:2020:i:3:p:611-628
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