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EASA monitors and promotes good standards in the continuously developing sector of Digital Marketing Communications.
The advent of new forms of media using internet technologies combined with the use of mobile phones, television and other media devices has opened up many new ways to advertise. The concept of new media is constantly evolving and, as these media are adopted and used particularly by young people, care is needed to ensure that such advertising is responsible.
In addition to the general principles of legal, decent, honest and truthful and socially responsible marketing communications, the 2011 International Chamber of Commerce (ICC) Consolidated Code of Advertising and Marketing Communication Practice incorporates an entire chapter (Chapter D) setting standards for responsible marketing communications to be followed by all the stakeholders involved in advertising practices using digital interactive media.
In October 2008, EASA published a Digital Marketing Communications Best Practice Recommendation to extend the remit of self-regulatory organisations to include digital marketing communications. EASA re-opened and updated this document in 2015 to ensure advertising standards remain effective and relevant when it comes to the ever-changing digital landscape and interactive marketing techniques.
The Best Practice Recommendation has been ‘futureproofed’ against new technological developments in advertising. An emphasis has been placed on the need for all marketing communications to be easily identifiable for consumers, no matter where or how they are displayed. The updated Recommendation is the result of extensive discussions involving self-regulatory organisations, the ad ecosystem (representatives of advertisers, agencies and the full media spectrum) as well as key external stakeholders. EASA also engaged with the Commission’s DG CONNECT.