IPR Policy Brief - Advergames: It's not child's play


Hang, H. and Nairn, A., 2014. IPR Policy Brief - Advergames: It's not child's play. University of Bath.

Related documents:

PDF (FINAL PROOF-1) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (1071kB) | Preview

    Official URL:

    Related URLs:


    llowing the Bailey Review of the Commercialisation and Sexualisation of Childhood (2011), David Cameron asked the Advertising Standards Authority (ASA) to consider whether more should be done to spell out the commercial intent of ‘advergames’ to young people and their parents. Advergames are electronic games that are used to advertise a product, a brand or an organisation. They are accessible on social media sites, companies’ own websites and as downloadable content or apps on mobile devices. This Policy Brief, by Dr Haiming Hang (University of Bath, School of Management) and Professor Agnes Nairn (EM-Lyon Business School), reviews the latest research evidence on what we do and don’t know about the use of advergames and their effects on children, and makes recommendations for industry and regulators. It draws on a more detailed report by the same authors, commissioned by the Family and Parenting Institute (2012).


    Item Type Reports/Papers
    CreatorsHang, H.and Nairn, A.
    Related URLs
    URLURL Type Full-text
    DepartmentsSchool of Management
    Research Centres & Institutes > Institute for Policy Research
    Faculty of Humanities & Social Sciences > Social & Policy Sciences
    Research CentresCentre for Research in Advertising and Consumption (CRiAC)
    ID Code45335


    Actions (login required)

    View Item

    Document Downloads

    More statistics for this item...