[arg_discuss] FTC Moves to Unmask Word-of-Mouth Marketing

[Brian Clark]

As a long-time practitioner in that space, I think we're safe as ARG
developers: what they are really trying to legislate against is "stealth
marketing" (where someone is significantly trying to "fool" people into
believing that it is a consumer.)

Fake stories = fiction = OK
Fake consumers = deception = soon to be illegal


Brian

-----Original Message-----
From: arg_discuss-bounces at igda.org [mailto:arg_discuss-bounces at igda.org] On
Behalf Of Ed Davis
Sent: Tuesday, December 12, 2006 1:13 PM
To: Discussion list of the IGDA ARG SIG
Subject: [arg_discuss] FTC Moves to Unmask Word-of-Mouth Marketing

"The Federal Trade Commission yesterday said that companies engaging in
word-of-mouth marketing, in which people are compensated to promote
products to their peers, must disclose those relationships.

...

Word-of-mouth marketing can take any form of peer-to-peer communication,
such as a post on a Web blog, a MySpace.com page for a movie character,
or the comments of a stranger on a bus."

http://www.washingtonpost.com/wp-dyn/content/article/2006/12/11/AR200612
1101389.html
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