Replacement Advertising on the Web - Is it Legally and Ethically

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Replacement Advertising on the Web - Is it Legally and Ethically
Acceptable?

Summary
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This report discusses the legality and ethics of a new piece of software launched in February 2001, which allows ISP's to overlay advertising banners on any web page on the net with adverts sold by, and controlled by them. Investigations led to discussions about
Copyright infringement and European Competition Law. Many examples of
Case Law were also investigated for their possible links with issues arising from the use of this software.

Introduction
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This report is being written to try to understand the issues raised, both legally and ethically, by the release of a new piece of software
(Fotino) onto the Internet
…show more content…
( http://www.telegraph.co.uk/et?ac=000446462942768&rtmo=Qw00QzaR&atmo=999999…>)

Upon reading the whole of this article (Appendix A) I found it very interesting and thought provoking not only because this software development was so new, having only been released on 12th February
2001, but also because it was originally developed at Brunel
University and is being marketed by a local company in Leeds.

This new piece of software called Fotino allows ISP's to control the adverts which appear on a web page. The software allows them to overlay advertising banners on any page on the net with adverts sold by, and controlled by them. It was developed from the idea that ISP's hold more personal information about their customers and can therefore target the advertising much more successfully. (A printout of the
Marketing material for the product can be seen in appendix B.)

In the article from the Telegraph web site in an extract taken from an interview with the Chief Executive of Meltingpoint Technologies,
Julian

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