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Internet Marketing Standards: Institutional Coherence Issues

Title
Internet Marketing Standards: Institutional Coherence Issues
Author
Patricia Ryan, Graduate School of the Environment, Division of Environmental and Life Sciences, Macquarie University
Date
5/15/2008
(Original Publish Date: 3/1/2004)
Abstract
This paper reflects upon the mosaic of institutional issues associated with gaining credibility for internet marketing standards. Strong claims for a predominantly self-regulatory approach are reviewed in conjunction with other factors that inhibit credibility, namely: competing internet worldviews, weak moral coherency and offline ambiguity about respective institutional roles, especially as regards moral dimensions of notions of regulation and self-regulation. The nature of the internet does not alleviate or weaken the need for either formal regulation or ethical responsibility. Rather, enhanced institutional coherence between regulatory and non-regulatory systems is needed to ground credibility in internet marketing standards.
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