Political factors

Last Updated on Sat, 06 Jan 2024 | Internet Marketing

The political and regulatory environment is shaped by the interplay of government agencies, public opinion and consumer pressure groups such as CAUCE (the coalition against unsolicited e-mail) which were active in the mid-1990s and helped in pressurising for laws, www.cauce.org, and industry-backed organisations such as TRUSTe (www.truste.org) that promote best practice amongst companies. The political environment is one of the drivers for establishing the laws to ensure privacy and to collect taxes, as described in previous sections.

Political action enacted through government agencies to control the adoption of the Internet can include:

• promoting the benefits of adopting the Internet for consumers and business to improve a country's economic prosperity;

• sponsoring research leading to dissemination of best practice amongst companies, for example the DTI international benchmarking survey;

• enacting legislation to regulate the environment, for example to protect privacy or control taxation;

• setting up international bodies to coordinate the Internet such as ICANN (the Internet Corporation for Assigned Names and Numbers, www.icann.com) which has introduced new domains such as .biz and .info.

Some examples of the role of government organisations in promoting and regulating e-commerce is given by these examples from the European Commission:

• In 1998 new data protection guidelines were enacted, as is described in the section on privacy, to help protect consumers and increase the adoption of e-commerce by reducing security fears.

• In May 2000 the eEurope Action Plan was launched with objectives of 'a cheaper, faster, more secure Internet; investing in people's skills and access; and stimulating the use of the Internet'. The Commission intends to increase Internet access relative to the USA, in order to make Europe more competitive.

• Also in May 2000 the Commission announced that it wants the supply of local loops, the copper cables that link homes to telephone exchanges, to be unbundled so that newer companies can compete with traditional telecommunications suppliers. The objective here is the provision of widespread broadband services as a major aim of the EU.

• In June 2000 an e-commerce directive was adopted by the European Union. Pullen and Robinson (2001) note that the most fundamental provision of the Act is in Article 3 which defines the principles of country of origin and mutual recognition. This means that any company trading in an EU member state is subject in that country to the laws of that country and not those of the other member states. This prevents the need for companies to adhere to specific advertising or data protection laws in the countries in which they operate.

The type of initiative launched by governments is highlighted by the launch in the UK

in September 1999 of a new 'UK online' campaign, a raft of initiatives and investment

E-government aimed at moving people, business and government itself online (e-government). E-envoy

The use of Internet posts and an e-minister have also been appointed. The prime minister said in 1999: technologies to provide

government services to There is a revolution going on in our economy. A fundamental change, not a dot.com fad, citizens.

but a real transformation towards a knowledge economy. So, today, I am announcing a new campaign. Its goal is to get the UK on-line. To meet the three stretching targets we have set: for Britain to be the best place in the world for e-commerce, with universal access to the Internet and all Government services on the net. In short, the UK on-line campaign aims to get business, people and government on-line.

Specific targets have been set for the proportion of people and businesses that have access, including public access points for those who cannot currently afford the technology. Managers who are aware of these initiatives can tap into sources of funding for development or free training to support their online initiatives.

Continue reading here: Boo hoo learning from the largest European dotcom failure

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Readers' Questions

  • Layla
    What is political forces in digital marketing?
    10 months ago
    • Political forces in digital marketing refer to outside forces, such as government regulations and laws, that can influence the ways in which businesses market their products and services digitally. Political forces can impact digital marketing in various ways, such as restrictions on ad content, approval requirements, and data privacy laws.
    • ALESSIA
      How political factors impact digital marketing?
      1 year ago
      • Political factors can affect digital marketing in a variety of ways. Government laws and regulations can restrict or limit digital marketing activities. Additionally, changes in political climates or sudden shifts in public opinion can influence customer perceptions of a brand, thus impacting customer behaviors. Changes in trade policies, tariffs, or other economic policies can affect industry demand or the cost of customer acquisition. Finally, changes in tax policy or other laws can impact digital marketing budgets or compliance costs.
      • abby
        What is the poltical factor of internet access?
        1 year ago
        • The political factor of internet access is the role of government and their policies in determining who has access to the internet. This includes the regulation of internet service providers (ISPs), the development of infrastructure, the imposition of censorship and restrictions, taxation, and the development of digital divides. Governments may also provide public access to the internet to facilitate digital literacy and increase opportunities for online activity.
        • CORA MANNA
          How political action enacted government agencies to control the adoption of the Internet.?
          1 year ago
          • Political action enacted by governments to control the adoption of the Internet includes:
          1. Setting regulations on data protection, privacy, and security.
          2. Establishing laws and guidelines on the type of content that can be shared or posted on the internet.
          3. Setting tariffs and other restrictions on access or creation of certain types of content and services.
          4. Providing incentives or subsidies to encourage the adoption of Internet technology and services.
          5. Establishing cybercrime laws to punish those who use the Internet for illegal activities.
          6. Creating policies to promote competition and innovation in the Internet industry.
          7. Restricting access to certain content or services in order to protect national security or other interests.
          • vincenza
            How politican action enacted government agencies to control the adoption of the internet?
            1 year ago
            • Politicians have played a crucial role in enacting government agencies to control and regulate the adoption of the internet in various ways. Here are a few examples:
            1. Telecommunications Act of 1996: In the United States, politicians passed this act to address the growing significance of the internet and regulate its adoption. It established the Federal Communications Commission (FCC) as the principal regulatory authority for telecommunications, including the internet. The FCC monitors and controls various aspects of internet infrastructure, access, and services.
            2. Net Neutrality Regulations: Politicians have also been involved in establishing net neutrality regulations. Net neutrality ensures that internet service providers treat all online content equally and do not discriminate against or favor certain types of data traffic. Policies and regulations supporting net neutrality have been put in place in some countries to prevent internet service providers from blocking or throttling certain websites or services.
            3. Digital Privacy Regulations: Governments have enacted agencies and laws to protect users' digital privacy. For example, the General Data Protection Regulation (GDPR) in the European Union ensures that individuals have control over their personal data and requires companies to handle user data responsibly. Similarly, in the United States, agencies like the Federal Trade Commission (FTC) monitor and regulate privacy practices and data protection.
            4. Cybersecurity: Governments have established agencies and regulations to enhance cybersecurity and protect critical infrastructure from cyber threats. For instance, the United States Cybersecurity and Infrastructure Security Agency (CISA) works to defend against cyber attacks and provide guidance and assistance to both public and private sectors in securing their networks and systems.
              5. It is important to note that the approaches and policies regarding governmental control and regulation of the internet vary across countries, influenced by factors such as the political and legal systems, national security concerns, and societal values.
            • amanda
              How political action enacted governement agnecies to control the adoption of the internet?
              1 year ago
              • Political action has been taken to control the adoption of the internet in various ways. Governments around the world have enacted legislation, regulations, and policies to ensure that the internet is used safely and responsibly. For example, many countries have taken steps to regulate the content that can be accessed or shared online. In some countries, websites with potentially controversial content such as adult entertainment or hate speech may be blocked and censored. In addition, governments may require internet service providers (ISPs) to implement measures such as filtering or logging in order to protect citizens from accessing or sharing inappropriate content or material. Governments may also impose restrictions or taxes on certain products and services that are available online. Finally, in some cases, governments may require internet users to register their real names or other personal information when accessing certain services or websites.