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Advergaming is a poorly understood phenomenon, especially as to its legal aspects. Whereas advertisers have well understood the marketing interest of such a technique, a lack of comprehension is indeed perceptible in the legal field. Because of a lack of a clear definition, it has been so far impossible to attach advergames to a legal framework at the EU level. Addressing the question of a brand new policy that would regulate advergaming, it appears eventually essential to imply all stakeholders and to adopt an integrated policy mixing legislative interventions as well as self-regulation.
Fabien Gagnerot
