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Public Policy

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Relevant for the central exchange environment? Representative issues and new ... Victoria -MGD (Bowling) -Haagen-Dazs and Fosters (parody) Making policy happen ... – PowerPoint PPT presentation

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Title: Public Policy


1
Public Policy the Internet
  • The role of public policy
  • Policy issues in the Internet environment

2
Why do we need policy?
  • The point of policy
  • Free Market Society
  • Self-Interest
  • Perfect Information
  • Many Buyers and Sellers
  • Absence of Social Costs
  • Create balance and stability in environments
  • Example Tango!
  • Policy is reactive and proactive
  • Reactive when problems occur
  • Proactive for consumer education
  • Relevant for the central exchange environment?
  • Representative issues and new problems
  • Marketers digital rights management
  • Consumers fraud

3
Making policy happen
  • Who is responsible?
  • Government agencies
  • Legislative bodies
  • Industry (self-regulation)
  • Consumer groups
  • International efforts
  • General approaches for policy implementation
  • How do policy issues get raised?
  • Typically through consumer complaints

4
Raising Policy Issues?
by promoting stereotypes Suc
h as these?
5
Raising Policy Issues?
by using emotion to sell products?
6
Raising Policy Issues?
by using emotion to sell products?
7
Raising Policy Issues?
by using offensive advertising?
8
Raising Policy Issues?
what about questionably ethical advertising?
Religion (or Mortality)
Violence (part 1) (part 2) (alternate) -Reebok
Sex
-Victoria -MGD (Bowling) -Haagen-Dazs and
Fosters (parody)
9
Making policy happen
  • Who is responsible?
  • Government agencies
  • Legislative bodies
  • Industry (self-regulation)
  • Consumer groups
  • International efforts
  • General approaches for policy implementation
  • How do policy issues get raised?
  • How do policy issues get resolved?
  • What are the desirable characteristics of
    regulation?

10
Internet Policy Hot Topics
  • Consumer issues
  • Privacy http//www.truste.org/
  • Frauds
  • Complex to combat
  • Types of frauds
  • Sales and transaction-based
  • Behavior-based
  • Access/Capacity (Digital Divide, broadband)
  • Marketer issues
  • Taxation
  • Jurisdiction and liability
  • Identification and authentication issues
  • http//www.livegrip.com/
  • passive v. interactive
  • Digital Rights Management (DRM) Napster, kPIG

11
The Flip Side Freedom of Expression
  • Two sided to provide and to get information
  • Where do we draw the line?
  • When does it go too far?
  • Law provides limits
  • Defamation (harm to reputation)
  • gt Internet increases spread of communication
  • gt Who is the affected community on the net?
  • gt Thus, the Internet increases the
    consequences!!!
  • Fighting words (encourages lawlessness?)

12
Advertising regulation
  • Playing by the usual rules
  • Product regulation e.g., alcohol and tobacco
  • Audience regulation protect vulnerable consumers
  • Method regulation dont lie, dont fib (FTC)
  • Integrating the Internet
  • Advertising issues
  • Active v. passive audiences (voluntary
    acquisition)
  • 24/7 availability (e.g., branded environments)
  • Email solicitations (like mail, or fax?)
  • Promotional offers (matching restrictions on
    offers across national borders)
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