Disclaimers on the Internet: A cross-national analysis

Abstract:

Using content analysis, the authors examined a total of 1082 disclaimers drawn from 1050 Internet banner ads from three countries: the United States, the United Kingdoms, and Singapore. The aims of the study were to:(1) examine the structural characteristics of disclaimers in Internet advertising, and (2) compare the executional methods for effective communication of the disclaimers in the three countries. While most countries have some rules or guidelines regulating Internet advertising, the FTC in the US has been the only one so far in the world to come up with a comprehensive list of standards on disclosures in banner advertisements. The FTC's" clear and conspicuous standards" for banner advertisements (" 2000 C&C Standards") is thus used in this study to evaluate the disclosure practices in the three selected countries. The executional features examined were (1) placement of disclaimer in ad,(2) degree of …

Año de publicación:

2002

Keywords:

Fuente:

google