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Self-regulation for Online Behavioral Advertising (OBA): Analysis of OBA notices

Title
Self-regulation for Online Behavioral Advertising (OBA): Analysis of OBA notices
Authors
An S.Kang H.Jin H.S.
Ewha Authors
안순태
SCOPUS Author ID
안순태scopus
Issue Date
2018
Journal Title
Journal of Promotion Management
ISSN
1049-6491JCR Link
Citation
vol. 24, no. 2, pp. 270 - 291
Keywords
Ad Choices iconContent analysisOnline behavioral advertisingPrivacySelfregulation
Publisher
Routledge
Indexed
SCOPUS scopus
Abstract
This study assessed how and to what extent self-regulation of online behavioral advertising (OBA) is executed on participating companies’ websites. Based on the principles of OBA, as outlined by the Digital Advertising Alliance and Federal Trade Commission, we analyzed the format of OBA notices, explanation of OBA notices, opt-out options, transparency, and use of unacceptable notices. A series of content analyses was done in the years 2013 and 2015. Our results indicated slight improvements over the years, but the specific details of the implementation continued to fall short of the standards. In terms of accessibility and visibility, many websites demonstrated problematic presentations or lack of the components necessary to increase consumers’ understanding and control over the practice of OBA. © 2018 Taylor and Francis. All rights reserved.
DOI
10.1080/10496491.2017.1360823
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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