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Position Paper: Digitale media ondermijnen zelfregulering commerciële communicatie

Chris Van Roey
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Zelfregulering is een essentieel onderdeel van de controle op reclame. In België wordt dit op succesvolle manier gecoördineerd door de Jury voor Ethische Praktijken inzake Reclame (JEP). Digitale media zoals Google en Facebook zijn steeds belangrijkere spelers in de reclamewereld. Hun impact op de advertentiemarkt beroert alle stakeholders en kan niet worden overschat. Meer dan een derde van de consumentenklachten in Europa gaan ondertussen over digitale reclame. Toch dragen diezelfde digitale media niet bij aan de financiering van de zelfregulering. Ze brengen daardoor het hele systeem in gevaar.

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