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HomeStudy on the impact of the memorandum of understanding on online advertising and intellectual property rights on the online advertising market
Study on the impact of the memorandum of understanding on online advertising and intellectual property rights on the online advertising market
Metadati delle pubblicazioni
Websites and mobile applications that provide access to content, goods or services infringing intellectual property rights (IPR) on a commercial scale use the sale of advertising space as one of their revenue sources by misusing online advertising business models. The presence of mainstream advertising for major brands, as well as the availability of well-known payment services, on IPR-infringing websites and apps: (i) gives undue credibility to such websites and apps; this confuses consumers, who may mistakenly believe that such websites or apps provide access to legal content, goods or services, and erodes their confidence; (ii) damages the reputation of legitimate brands, which are often unaware of where their ads end up; (iii) damages the reputation, and undermines the value of, the advertising industry. The Memorandum of Understanding on online advertising and IPR (MoU), signed in 2018, helps build cooperation between advertising intermediaries, advertisers, technology providers and industry associations to prevent ads being placed on IPR-infringing websites and apps. This study aims to quantify the evolution of online advertising on IPR-infringing websites over time, and monitors the impact of the MoU on the online advertising market. It provides an indication of the extent and nature of the problem in different EU countries by analysing, in particular, ad types, branded advertising sectors, brands and ad intermediaries. It also compares the EU to the US over the same time period, providing a benchmark, and compares a subset of identical websites before and after the signature of the MoU.
- Pubblicato:
- Servizio autore: Direzione generale del Mercato interno, dell’industria, dell’imprenditoria e delle PMI (Commissione europea) , White Bullet Solutions Limited
- Temi: Brevetti – Protezione intellettuale
- Argomento: conseguenza economica , contraffazione , mercato , proprietà intellettuale , protezione del consumatore , pubblicità elettronica non sollecitata , raccolta dei dati , sito Internet , trattamento dei dati
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| ISSN | ISBN 978-92-76-20395-7 | DOI 10.2873/971121 | Numero di catalogo ET-02-20-513-EN-N |
- Released on EU Publications:
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