Online Advertising and Marketing: Personal Jurisdiction and Its Potential Implications

Modern telecommunication technology ushered in an era of unprecedented growth of innovative advertising vehicles with increasingly global reach. The online advertising industry grew more than 10-fold in the last decade. However, due to their virtually unlimited reach, online advertising and marketin...

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Bibliographic Details
Published in:Journal of current issues and research in advertising 2012-01, Vol.33 (1), p.94-114
Main Authors: Aalberts, Robert J., Nill, Alexander
Format: Article
Language:English
Subjects:
Advertisers
Information technology
Jurisdiction
Litigation
Marketing
Online advertising
Studies
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Summary:Modern telecommunication technology ushered in an era of unprecedented growth of innovative advertising vehicles with increasingly global reach. The online advertising industry grew more than 10-fold in the last decade. However, due to their virtually unlimited reach, online advertising and marketing are vulnerable to lawsuits with parties based in other states or countries. This article presents a discussion and interpretation of the latest legal developments of the law of personal jurisdiction and its impact on online advertisers, as well as some recommendations that might help advertisers to assess and mitigate their risk of being sued in another jurisdiction.
ISSN:1064-1734
2164-7313
DOI:10.1080/10641734.2012.675562