Massachusetts moves to regulate "word-of-mouth" advertising

04/28/2005 | Boston Globe (tiered subscription model), The

Massachusetts legislators will consider a bill aimed at regulating the way marketers recruit teenagers to promote consumer products online -- a technique known as word-of-mouth advertising or buzz marketing. The bill would require children younger than age 16 to obtain a parent's permission before enrolling in buzz marketing programs, in which free products are given to participants in exchange for online and word-of-mouth promotion.

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Boston Globe (tiered subscription model), The

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