Citation

Rasool, Kamran and Mahmood, Hamid and Rauf, Abdul and Yen, Yuen Yee (2025) Consumer rights and stealth marketing: A comparative socio-legal exploration across developed and emerging economies. Social Sciences & Humanities Open, 11. p. 101643. ISSN 25902911

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Abstract

This paper discusses the key legal actions taken to address stealth marketing in developed and emerging countries, emphasizing the need for a coordinated global response to deceptive advertising. This study also evaluates the effectiveness of stealth marketing regulations with a comparative legal analysis of enforcement gaps and proposing collaborative solutions to enhance consumer protection worldwide. Using a socio-legal and comparative legal approach, the current study examines the regulatory effectiveness across borders by referring to case laws and enforcement activities. The findings of this study reveal a distinct divide: like developed countries that have stronger laws to ensure advertisement transparency and on the other hand, emerging countries experience of regulatory delays due to weak economic conditions and a lack of awareness among citizens. It is necessary for policymakers and consumers to create effective policies to make global market equitable and stronger. This study also draws practical measures to enhance consumer protection with international collaboration and consumer awareness in this digital era. In conclusion, this research fuels the global discourse on consumer rights, advocating strong and coherent legal structures to address the new and emerging issues of the digital age.

Item Type:	Article
Uncontrolled Keywords:	Stealth marketing, Consumer protection laws, Digital advertising, Cross-jurisdictional analysis, Global market transparency
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	26 Jun 2025 08:34
Last Modified:	26 Jun 2025 08:34
URII:	http://shdl.mmu.edu.my/id/eprint/14128

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