Digital Marketing in Corporate Social Responsibility: Legal Challenges in the European Union

Research output: Contribution to conferenceAbstractpeer-review


A corporate social responsibility policy, which often serves as self-regulation for businesses, is increasingly used to deal with issues of social and environmental ethics. One of the current issues of corporate social responsibility is digitalisation, specifically – the use of digital media channels for the attainment of business goals. There are numerous benefits in this regard: market penetration, development and expansion, product development, diversification, brand switching, relationship deepening etc. It therefore becomes increasingly popular to employ digital marketing methods towards reaching business goals. Still, an unskilful use of digital marketing may lead to several challenges and major risks which affect businesses and consumers on an individual level and
the public in general. Hence, when it comes to business processes and product or service consumption in the context of corporate social responsibility, issues pertaining to collective social responsibility, legal aspects, and safety and health protection matters are among those to be raised from a social aspect.
The goal of the study is to identify challenges in the legal framework that affect the management of digital marketing by businesses in the context of corporate social responsibility based on an analysis of the regulatory framework governing digital marketing.
The methods used in the research are scientific literature analysis, legislation and case law analysis, secondary data analysis.
The main results show that the legal framework in the European Union does not solve the main issues surrounding matters of social and environmental ethics.
There is no harmonisation among member states in some aspects: advertising, data protection, intellectual property protection etc. While the use of digital marketing has been found to bring many advantages to both businesses and consumers, there is still a lack of listing of issues, research and case studies, including case-law on the adverse effects faced by the public and the business environment.
Original languageEnglish
Publication statusPublished - 2023
EventRSU Research week 2023: PLACES - Riga Stradiņš university, Rīga, Latvia
Duration: 29 Mar 202331 Mar 2023
Conference number: 3


ConferenceRSU Research week 2023: PLACES
Abbreviated titleRW2023
OtherRīga Stradiņš University 3rd International Interdisciplinary Conference PLACES
Internet address


  • Digital marketing
  • sustainability
  • corporate social responsibility
  • Marketing Regulation
  • Business Law
  • European Union Law

Field of Science*

  • 5.9 Other social sciences
  • 5.2 Economy and Business
  • 5.5 Law

Publication Type*

  • 3.4. Other publications in conference proceedings (including local)


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