OECD Digital Economy Papers

The OECD Directorate for Science, Technology and Innovation (STI) undertakes a wide range of activities to better understand how information and communication technologies (ICTs) contribute to sustainable economic growth and social well-being. The OECD Digital Economy Papers series covers a broad range of ICT-related issues and makes selected studies available to a wider readership. They include policy reports, which are officially declassified by an OECD Committee, and occasional working papers, which are meant to share early knowledge.

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Good practice guide on online advertising

Protecting consumers in e-commerce

This paper aims to complement the OECD Recommendation of the Council on Consumer Protection in E-Commerce by elaborating on its key principles in the context of online advertising and offering practical guidance on how to apply these principles. For these purposes, the guide provides a number of good practice examples from policy makers, consumer enforcement agencies, and stakeholders that are relevant to the key principles. Building on those examples, the guide also offers tips for businesses in four areas of online advertising: (i) misleading marketing practices; (ii) ad identification; (iii) endorsements; and (iv) protection of children or vulnerable consumers.


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