*supercollider

A new law being introduced in the UK later this May will make it illegal for corporations and agencies to misrepresent themselves as consumers. This effects a whole range of buzz marketing tactics, including pretty much everything mentioned in my post about Gaming the System, from brand advocating taxi drivers through to undisclosed blog shilling.

This is mostly a good thing, as it’s the exact opposite of marketing that provides utility and value. Instead, it’s creating pure noise and pollution in the channel. Besides the benefits to consumers, it’s also good for the industry to help keep metrics valid and meaningful, as this is one of the key differentiating points for digital and an essential factor in its continuing drawing of marketing dollars away from traditional vehicles like TV.

My only concern about the new law is around the broadness of the language. Does the restriction on “Seeding viral ads on the internet in a manner that implies you are a simple member of the public” unintentionally rope in a few activities that are not meant to deceive, but where brand anonymity is vital? Like, say, ARGs?

Photo credit: aboutmattlaw

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advocacy, buzz, campaign, marketing, stealth