Journal of Direct, Data and Digital Marketing Practice

TABLE 2

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Pop-ups, pop-unders, banners and buttons: The ethics of online advertising to primary school children

Agnes Nairn and Alexander Dew

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Table 2. Guidelines for labelling of on-line advertising to children

Figure and tables index
On-line advertising to children.
Guidelines for Labelling.
1.Advertising should be distinct from content.
2.Advertising should be labelled as such.
3.Links from host site to advertiser's site should be clearly signposted.
4.Adverts should not imply artificial scarcity or urgency using labels such as 'now' or 'only'.
5.Programme characters or celebrities should not signpost links to commercial sites.
6.Characters should not endorse product where they are part of adjacent entertainment.

  Source: Advertising Standards Authority (ASA), Direct Marketing Association (DMA), Children's Advertising Review Unit (CARU), European Association of Communications Agencies (EACA) and International Chamber of Commerce (ICC).

Figure and tables index
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