This Practice Note introduces common digital Advertising and marketing channels, including website advertising (banners and tile ads), search engine optimisation (SEO), Social media advertising, email advertising, mobile advertising, streaming advertising, digital out-of-home (DOOH) and virtual out-of-home (VOOH), virtual and augmented reality advertising, affiliate marketing, and content and native advertising. It also highlights the main regulatory and legislative provisions, and the consequences of non-compliance.

Digital, online and social media (collectively referred to as ‘digital’) encompasses a diverse and constantly-growing array of different channels for delivering advertising and marketing materials. Each channel has unique advantages and disadvantages in terms of managing legal risks. Digital technology can often work in favour of legal compliance by allowing greater control of advertising activity than traditional media. On the other hand, it is a fast-paced area with technological developments often pushing the boundaries of legislation.

For detailed guidance on specific topics mentioned in this note, see Practice Notes:

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   Advertising law and regulation

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   Direct marketing