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Foul mouth: Stealth marketers flirt with law; FTC official: Disclosing commercial ties crucial to avoiding violations.

Publication: Advertising Age
Publication Date: 03-OCT-05
Format: Online
Delivery: Immediate Online Access
Full Article Title: Foul mouth: Stealth marketers flirt with law; FTC official: Disclosing commercial ties crucial to avoiding violations.(Federal Trade Commission )

Article Excerpt
Byline: MATTHEW CREAMER

The good buzz on the nascent business of word-of-mouth marketing holds that it offers a low-cost, highly effective way to drum up positive chatter around a brand. The bad is that some of its more insidious practices could lead marketers to run afoul of longstanding advertising law.

As marketers more frequently look to recruit consumers to spread goodwill for brands, industry attorneys view buzz marketing as a likely area of regulatory...

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