Playing hide-and-seek? A legal perspective on the complex distinction between commercial and editorial content in hybrid advertising formats KU Leuven Ghent University
Purpose – This paper aims to examine the challenges raised by hybrid advertising strategies for principles of identification and separation, included in various regulatory instruments, and the Audiovisual Media Services Directive (AVMSD) in particular. Design/methodology/approach – First, this paper describes two examples of hybrid (television) advertising formats, with a potential interconnection between editorial and commercial content, such ...