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http://dx.doi.org/10.14400/JDC.2014.12.7.103

A Study on the Issues and Direction of Virtual Advertising Regulation  

Choi, Min-Wook (Dept. of Advertising & Public Relations, Namseoul University)
Publication Information
Journal of Digital Convergence / v.12, no.7, 2014 , pp. 103-112 More about this Journal
Abstract
The virtual advertising which emerged in new technology environment and new advertising environment has been executed lately. The right regulation of virtual advertising is very important to the growth of it, because virtual advertising is new form of advertising and it can change program contents easily. In addition, it's time for considering the overall supplementation of virtual advertising regulation, based on the results so far achieved. In this sense, this article examined the regulation of virtual advertising which has been executed since 2010. It first examines the characteristics of advertising in digital media convergence environment and the growth and effect of virtual advertising. Then, research problems were suggested. Based on the research problems, it examines the status of virtual advertising regulation for each country. Then, it analyzes and discusses the major issues related to today's virtual advertising regulation. The article concludes with policy recommendations.
Keywords
Virtual Advertising; Advertising Regulation; Digital Media; Convergence; Right of Access;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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