Legal Wrangle Over Buzz Marketing
Thinking about using some buzz marketing through a system like P&Gs tremor or even just asking your kid to go to school and spread the word? Hold your horses. That might be illegal. The nonprofit Commercial Alert has sent a letter to the US Federal Trade Commission (FTC), requesting that it investigate whether buzz marketers are violating federal law that prohibits deceptive advertising.
Commercial Alert specifically urges that the FTC investigate Proctor & Gamble’s Tremor, which has enlisted some 250,000 teenagers in its buzz marketing sales force.