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ABSTRACT The internet is probably the greatest technological revolution in recent history. The internet has modified human relations and a significant number of activities, including commercial transactions, among which e-commerce and advertising play a very important role. Power structures, including the governments of different states, have established various forms of regulation. Any unregulated global means of communication can pose a significant risk to any nation. Cyberspace in general and e-commerce in particular present various regulatory options.

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El modelo de triple hélice suele vincularse con procesos de innovación tecnológica, que implican la puesta de nuevo productos en el mercado. Dicho modelo plantea un nuevo paradigma para un actor absolutamente esencial, en la actualidad, como es la Universidad. En el presente artículo se analiza este modelo, referido específicamente a las diversas relaciones que, al respecto, se plantean entre la universidad, empresa y Estado. En este sentido, la relevancia del mismo, para los tres actores mencionados, a efectos de generación de nuevos conocimientos, es muy significativa. Habida cuenta de las prerrogativas, cada vez es más imperiosa la colaboración entre universidad y empresa. Se concluye que, la finalidad del modelo denominado de la triple hélice en este estudio, estriba en delimitar los mecanismos y relaciones de tipo institucional en virtud de las cuales se acomete esta importante transformación. En ese sentido, la aplicación de dicho modelo afirma que la Universidad ha de tener mayor relevancia en la innovación, es decir, en las economías basadas en el conocimiento.

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Purpose – The aim of this article is to analyse actions to promote websites that can violate intellectual property rights, in other words, copyright and the rights of online commercial brands. Methodology/approach/design – An analysis of Spanish legislation on intellectual property rights. Findings – Service providers that advertise on Internet deploy increasingly aggressive advertising formats which, on occasions, violate intellectual property rights. Spanish law on brands and unfair competition provides effective tools to sanction the various types of infraction that occur on Internet. This legislation could also be supported by industry self-regulation. Practical implications – The analysis in this article can be of considerable use to all actors who operate in this setting (society, and the public and private sectors). Originality/value – This article analyses the infractions that occur in advertising in relation to meta-labels and online links. ; Purpose – The aim of this article is to analyse actions to promote websites that can violate intellectual property rights, in other words, copyright and the rights of online commercial brands. Methodology/approach/design – An analysis of Spanish legislation on intellectual property rights. Findings – Service providers that advertise on Internet deploy increasingly aggressive advertising formats which, on occasions, violate intellectual property rights. Spanish law on brands and unfair competition provides effective tools to sanction the various types of infraction that occur on Internet. This legislation could also be supported by industry self-regulation. Practical implications – The analysis in this article can be of considerable use to all actors who operate in this setting (society, and the public and private sectors). Originality/value – This article analyses the infractions that occur in advertising in relation to meta-labels and online links. ; Purpose – The aim of this article is to analyse actions to promote websites that can violate intellectual property rights, in other words, copyright and the rights of online commercial brands. Methodology/approach/design – An analysis of Spanish legislation on intellectual property rights. Findings – Service providers that advertise on Internet deploy increasingly aggressive advertising formats which, on occasions, violate intellectual property rights. Spanish law on brands and unfair competition provides effective tools to sanction the various types of infraction that occur on Internet. This legislation could also be supported by industry self-regulation. Practical implications – The analysis in this article can be of considerable use to all actors who operate in this setting (society, and the public and private sectors). Originality/value – This article analyses the infractions that occur in advertising in relation to meta-labels and online links.

Aunque, inicialmente, se presentó la ausencia absoluta de regulación de la Red como la opción más acorde con su naturaleza anárquica original, alegando que el ciberespacio surgió en plena libertad, sin ordenación alguna, y así debería seguir, en la actualidad, tal tesis resulta manifiestamente insostenible. A lo largo de los últimos años, debido al mal uso dado a esta tecnología, se ha demostrado que la protección efectiva de la libertad y seguridad de Internet y, consecuentemente, la vigencia de la ética en tal canal, pasa por la necesaria ordenación del mismo. En definitiva, es necesaria una regulación, del legislador y de la propia industria, que sea garante tanto de los derechos de todos como de la eficacia del sistema, susceptible de imponer la observancia de valores éticos en la red de redes. Este último extremo resulta posible en virtud de los denominados códigos de conducta elaborados por la industria, que, a su vez, son objeto de fomento desde instancias supranacionales, comunitarias y estatales. ; Initially, it was presented the absolute absence of regulation of the network as the more appropriate option to its original anarchic nature, because the cyberspace emerged in full freedom and without any order. However, today's this situation is completely unsustainable. During the last years, due to the bad use given to this technology, it has been demonstrated that the effective protection of the freedom and the security in Internet and, consequently, the validity oh the ethics in this sense, need to be ordered. Definitely, it's necessary a regulation made by the legislator and the industry itself, to guaranty the rights of all and the effectiveness of the system, and capable of imposing the observance of ethical values in the net of nets. This last point is possible under the codes of conduct developed by the industry, which are promoted from supranational bodies, the community and the state.

La reputación corporativa es un valor difícil de crear, pero muy fácil de perder. Tal aspecto se proyecta tanto en el mundo tradicional como en el escenario virtual. En la formación de la imagen empresarial influyen numerosos factores, si bien, en la actualidad, los instrumentos sociales presentes en Internet amplifican los efectos, positivos o negativos, respecto a la misma. Una vez cuantificada, podrá monitorizarse para realizar las medidas pertinentes.

The e-commerce represents a commercial activity of considerable upsurge. Nevertheless, there are certain factors that prevent its take-off and effective consolidation. One of them is, justly, the potential lack of consumer confidence. However, certain instruments have been recently created -like codes of conduct-, in order tomitigate and, if it is possible, eradicate the factors that cause distrust through a relatively significant improvement of the applicable legislation. The code of conduct Euro-Label stands out from the variety of codes of conduct that are currently used ine-commerce. ; El comercio electrónico representa una actividad comercial de carácter creciente. Sin embargo, existen ciertos factores que impiden su despegue y efectiva consolidación. Uno de ellos es, precisamente, la falta de confianza del potencial consumidor. No obstante, recientemente, se han creado ciertos instrumentos -como los códigos de conducta-, que buscan mitigar y, en cierta medida, erradicar los elementos que causan desconfianza a través de una mejora relativamente significativa de la normativa legal aplicable. Entre los códigos de conducta que, en la actualidad, existen en materia de comercio electrónico destaca el código de conducta Euro-Label.

El comercio electrónico representa una actividad comercial en auge. Cada vez son más las personas que recurren al mismo, si bien, en ocasiones, pueden no ser conscientes de los eventuales perjuicios que pueden llegar a sufrir. Este es precisamente, el caso de los menores de edad a los que se ha tratado de proteger a través de la normativa legal. Sin embargo, esta última no resuelve todos los problemas que tal colectivo puede llegar a padecer como consecuencia del uso del comercio electrónico. En cualquier caso, los legisladores comunitario y nacional, como complemento de la legislación, han incentivado la aprobación de los denominados códigos de conducta que disciplinan, con rigor, todos los extremos vinculados con el comercio electrónico prestando, entre otros extremos, atención a los menores de edad. ; E- commerce is a growing activity. Y ear after year there are more people using this system to do business; however, many of them are not aware about the possible risks that they take when using E commerce. Current regulation has been used to protect the minors but it cannot resolve all the risks that E Commerce brings to this group. However, European and national parliaments, in order to reinforce the current legislation, have passed a group of decrees called "codes of conduct" that strictly govern E commerce, especially the issues related to children

Money, as it is traditionally known, is undergoing its own digital revolution. Time will show whether we are facing a true paradigm shift in the essence of money or just mere modifications in the supports of representation. If the latter is linked to trust, the essence of money is related to trust in the issuer and the social consensus for its use and extension. The arrival of cryptoassets in the financial system has been a recurring topic of discussion in recent years.

Although digital commerce is experiencing vigorous and significant growth, it is clear that physical or face-to-face purchases will not disappear, and that they will have to coexist with virtual ones. Considering this scenario, the monograph under review deals, as its title itself makes clear, with the rights of consumers in the digital environment. The work provides a vision from the point of view of the consumer, of the citizen who acquires a contractual link with a click, by virtue of electronic means.