El fenómeno de la publicidad encubierta en redes sociales y la protección del consumidor y usuario.
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2017-05
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Jaén: Universidad de Jaén
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[ES]El fenómeno de la publicidad encubierta en las redes sociales y sitios web de Internet nace por iniciativa de muchas empresas del sector y fruto de su infinita creatividad, para sobrevivir en un mercado cada vez más saturado de bienes, servicios y competencia.
Las redes sociales se convierten en un factor clave para promocionar todo tipo de productos, marcas y empresas, permitiendo una relación más estrecha y cercana con el usuario final. Los esfuerzos de empresas e instituciones por adaptarse a las nuevas condiciones de los mercados han llevado a la proliferación de la publicidad encubierta como la nueva estrategia estrella del marketing. Pese a los esfuerzos del Derecho por proteger al consumidor de las malas éticas empresariales, la rigidez de las estructuras tradicionales junto a una inadvertencia generalizada del problema pone en riesgo la defensa efectiva de los intereses y derechos de los consumidores en el mundo cibernético.
[EN]The phenomenon of covert advertisement on social networking sites and the internet was born from the initiative and infinite creativity of many companies in order to survive a competitive market, which is becoming more and more saturated with products, services and competency. Social networks have turned into the key to promoting all types of products, brands, and businesses; allowing for a more direct relationship with the consumer. Due to the effort of companies to adapt themselves to the new economic climate, the proliferation of covert advertising as the new, star marketing scheme has increased. Although the Right has made an effort to protect the consumer from unethical business practices, the rigid, traditional structures, in addition to the general oversight of the problem, risks the effective defence of the consumers’ rights and interests in the Cyber world.
[EN]The phenomenon of covert advertisement on social networking sites and the internet was born from the initiative and infinite creativity of many companies in order to survive a competitive market, which is becoming more and more saturated with products, services and competency. Social networks have turned into the key to promoting all types of products, brands, and businesses; allowing for a more direct relationship with the consumer. Due to the effort of companies to adapt themselves to the new economic climate, the proliferation of covert advertising as the new, star marketing scheme has increased. Although the Right has made an effort to protect the consumer from unethical business practices, the rigid, traditional structures, in addition to the general oversight of the problem, risks the effective defence of the consumers’ rights and interests in the Cyber world.