Internet marketing standards: institutional coherence issues

Patricia Ryan

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


This paper reflects upon the mosaic of institutional issues associated with gaining credibility for internet marketing standards. Strong claims for a predominantly self-regulatory approach are reviewed in conjunction with other factors that inhibit credibility, namely: competing internet worldviews, weak moral coherency and offline ambiguity about respective institutional roles, especially as regards moral dimensions of notions of regulation and self-regulation. The nature of the internet does not alleviate or weaken the need for either formal regulation or ethical responsibility. Rather, enhanced institutional coherence between regulatory and non-regulatory systems is needed to ground credibility in internet marketing standards.

Original languageEnglish
Pages (from-to)85-103
Number of pages19
JournalInternational Journal of Internet Marketing and Advertising
Issue number1
Publication statusPublished - 2004


  • institutional coherence
  • internet marketing ethics
  • internet marketing standards
  • internet moral coherence
  • internet self-regulation


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