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Self‐Regulation of Online Advertising: A Lesson From a Failure
Author(s) -
Ginosar Avshalom
Publication year - 2014
Publication title -
policy and internet
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.281
H-Index - 26
ISSN - 1944-2866
DOI - 10.1002/1944-2866.poi365
Subject(s) - government regulation , government (linguistics) , the internet , order (exchange) , advertising , business , mode (computer interface) , public relations , political science , law , computer science , philosophy , linguistics , finance , world wide web , china , operating system
An attempt in Israel to establish a regime of industry self‐regulation of online advertising has failed. While the immediate reason was the disapproval of the Israeli Government's Antitrust Commissioner, we employ a questionnaire of industry representatives and a survey of 527 students to expose a significant gap between the views of the industry representatives and public positions regarding online advertising regulation. While the industry supports self‐regulation of technical aspects of online advertising, the public prefers co‐regulation of both technical aspects as well as the content of online advertising. The article suggests that in order to become accepted and practical, a new regulatory regime in the Internet arena should be adopted, via a co‐regulatory rather than self‐regulatory mode.