Wednesday, April 23, 2008

Tighter legislation of online and interactive marketing

In yet another sign of a maturing market for new generation marketing and communications services, stricter legislations and rules are being enforced in Europe. The clipmark is about the UK market where legislation has been tightened considerably over the past few years. For example, the legislators have taken steps to make it impossible to target children with dedicated web sites and online activities. Now techniques of influence marketing are being regulated in a stricter manner to limit if not eliminate manipulation of consumers. The interesting question of course is whether legislators will apply the same kind of logic to politicians and their spin doctors...
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Buzz Marketing techniques to become illegal in UK?

Effective on the 26 of May 2008 certain activities will become a criminal offense when the Consumer Protection from Unfair Trading Regulations becomes effective.

Seeding positive messages about a brand in a blog without making it clear that the message has been created by, or on behalf of, the brand will be an offense. Using “buzz marketing” specialists to communicate with potential customers in social situations without disclosing that they are acting as brand ambassadors will be an offense.

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