The development of electronic commerce has been constrained by the inability of online consumers to feel, touch, and sample products through web interfaces, as they are able to do in conventional in-store shopping. Previous academic studies have argued that this limitation could be partly...

This paper aims to complement the OECD Recommendation of the Council on Consumer Protection in E-Commerce by elaborating on its key principles in the context of online advertising and offering practical guidance on how to apply these principles. For these purposes, the guide provides a number of...