Advertising in Online Games and Cultural Diversity - An EC and International Media Law Enquiry

The central thesis of this book is that robust and effective governance of in-game advertising and cultural diversity could evolve in non-hierarchical networks of rulemaking. These would rely on relationships of mutual recognition, observation, stimulation, readjustment and cooperation of public and private governance regimes. Governments and the relevant international institutions and organisations should guide and assist self-regulatory bodies of the online games industry in achieving the set objectives for the governance of in-game advertising.