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Purpose – This paper aims to examine the challenges raised by hybrid advertising strategies for principles of identification and separation, included in various regulatory instruments, and the Audiovisual Media Services Directive (AVMSD) in particular. Design/methodology/approach – First, this paper describes two examples of hybrid (television) advertising formats, with a potential interconnection between editorial and commercial content, such as advertorials and commercial overlays. This section is followed by an analysis of the origins and key elements of the identification and separation principle. Next, the implementation in legislation of Belgium (Flanders region), The Netherlands and the UK, and decisions of media regulators in those countries are explored to assess how the principles are interpreted in practice. Finally, the authors identify the concrete challenges that these formats raise and frame those against the background of European policy developments. Findings – The analysis shows that the current interpretation of the identification and separation principles conflicts with the inherently integrated features of hybrid advertising formats, especially commercial overlays. To remedy this, the authors propose strengthening the identification principle, for instance, by developing cross-media labels and framing this within a co-regulatory framework where advertisers and media service providers take up their responsibility to respect fundamental principles and protect less cognitively skilled consumers, such as children. Originality/value – This paper aims to contribute to the current re-thinking of the legal framework with regard to new commercial communication techniques, convergence and public interest goals. This can be framed against the background of the revision of the AVMSD and the Digital Single Market Strategy. [ABSTRACT FROM AUTHOR]

Purpose -- It is the aim of this article to reflect on possible ways to optimize current ways to deliver information provision in order to make it more transparent to users In particular, we will refer to the benefits (and challenges) of employing more user-centred approaches to inform users in a more transparent way. Design/methodology/approach -- In this paper we analyse individual as well as contextual factors (e.g. cognitive differences, time constraints, specific features of SNS platforms) which may have an impact on the way users deal with Terms of Use, privacy policies and other types of information provision typically made available on SNS platforms. In addition, we discuss possible ways of improving current practices in the field. In particular, we refer to the benefits (and challenges) of a user-centred approach when it comes to informing users in a way that is more meaningful to them. Finally, we discuss how user-centred approaches can act as mechanisms to increase transparency in SNS environments and how (alternative) forms of regulation could benefit from such an approach. Findings -- We believe that it is necessary to start focusing on users/consumers' needs, expectations and values in order to develop visualisation tools that can help make law (more) meaningful to users/consumers by giving them a better insight into their rights and obligations and by guiding them in making truly informed decisions regarding their online choices and behaviour Originality/value -By looking at different techniques such as visual design and the timing of information, the article contributes to the discussion on how we can make people more aware of legal documents and actually read them. [ABSTRACT FROM AUTHOR]