TY  - BOOK
AU  - Fuchs, Christian
AB  - "Online advertising will soon form the largest share of global advertisement revenues. Google and Facebook netted profits of US $29 billion in 2016. While these two giants control more than 66% of all online advertising revenues complex legal company structures have minimised their tax liabilities. This extended policy report considers where they should be taxed and where the value of their activities is actually created. It argues that tax paid by those platforms should be levied in the country where platform users are located when they click on or view an advertisement. Furthermore, the report examines the practical steps needed to ensure transparent accounting of taxed transactions in order to avoid long term negative effects for media and democracy.    Considering counter-arguments the author makes the case for an online advertising tax alongside a public service Internet strategy that could support other viable platforms and counter the dangers of duopoly or oligopoly and the high risks of financial bubbles in a world where advertising is the Internet's dominant business model."
DO  - 10.16997/book23
ID  - OAPEN ID: 1000233
ID  - OAPEN ID: OCN: 1051780513
ID  - OAPEN ID: 1076664415
ID  - OAPEN ID: http://library.oapen.org/handle/20.500.12657/29711
KW  - Google
KW  - Facebook
KW  - online advertising
KW  - tax avoidance
KW  - media industries
KW  - public service internet
KW  - Multinational corporation
KW  - Social media
L1  - https://library.oapen.org/bitstream/20.500.12657/29711/1/UWP-023-fuchs.pdf
L1  - https://library.oapen.org/bitstream/20.500.12657/29711/1/UWP-023-fuchs.pdf
L1  - https://library.oapen.org/bitstream/20.500.12657/29711/1/UWP-023-fuchs.pdf
LA  - English
LK  - https://directory.doabooks.org/handle/20.500.12854/35219
PB  - University of Westminster Press
PY  - 2018
SN  - 9781911534938; 9781911534945; 9781911534952; 9781911534969
TI  - The Online Advertising Tax as the Foundation of a Public Service Internetnull
ER  - 
