An International Perspective of Online Disclosure Presentation: A Comparison of Banner Ad Disclosures from United States, United Kingdom, and Singapore Web Sites |
| |
Authors: | Mariea Grubbs Hoy May O Lwin |
| |
Institution: | (1) School of Advertising and Public Relations, University of Tennessee, 476 Communication and Information Bldg., Knoxville, TN 37996, USA;(2) Wee Kim Wee School of Communication and Information, Nanyang Technological University, 31 Nanyang Link, Singapore, 637718, Singapore |
| |
Abstract: | Effective online disclosure presentation is an important feature in banner advertising worldwide. The U.S. Federal Trade Commission
(FTC) is viewed as the leader in providing guidance for making disclosures clear and conspicuous. This study examines the
extent to which banner ads in the top 100 web sites in three countries with a shared language and intertwining legal and self-regulatory
systems—the United States, United Kingdom, and Singapore—adhere to FTC guidance. The lack of systematic differences across
countries suggests the need for disclosure research from a global perspective that takes cultural and linguistic differences
into account. |
| |
Keywords: | Disclosures Disclaimers Banner ads Internet Online Advertising |
本文献已被 SpringerLink 等数据库收录! |
|