Estrategias interactivas en la publicidad de productos de especial regulación: entre la internacionalización y la corregulación
Abstract
Products such as alcoholic drinks, medicines, tobacco and fast food have found a way to spread their advertisement through Internet. They have used interactivity, viral marketing, social networks and blogs. This article is about the difficulties to establish advertising regulations for previous products over an international environment as Internet. By means of advertising legislation analysis, we have studied the risks of applying a external strict policy, and on the contrary the justifications in favour of an internal regulation. Finally, we focus on a future advertising regulation compatible with freedom of speech and trading.Downloads
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