Review article
https://doi.org/10.46917/st.16.1.2
Legal and ethical challenges of digital advertising
Kamilo Antolović
Mario Fraculj
Ema Dugonjić
Abstract
The challenges of social responsibility of marketing, particularly its legal and ethical components, encompass the entire marketing process, with a specific emphasis on marketing communication and advertising. Public and consumer criticism regarding unlawful and unethical advertising practices is most frequently directed towards digital advertising due to the accessibility, prevalent use, influence, and substantial investment in this type of marketing communication. This paper analyzes the most common violations, both legal and ethical in nature, which relate to native advertising, influencer marketing and advertising employing various artificial intelligence tools and systems. Despite the evolving legal framework, it struggles to keep pace with the dynamic evolution of media. Consequently, the legal regulation of these advertising forms remains incomplete, and ethical standards are still being established. Although certain forms, such as native advertising, are defined by legal acts and ethical norms, numerous unresolved issues persist despite various initiatives aimed at regulating these advertising practices.
Keywords
digital advertising; native advertising; influencer marketing; artificial intelligence systems; legal and ethical issues
Hrčak ID:
333300
URI
Publication date:
9.7.2025.
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