Politicians Try To Protect Kids From Underage Marketing

Say That Again

from the not-another-internet-law dept

Politicians never seem to tire of overreaching into internet-related legislation. If anything, it seems to be picking up. Today’s example involves lawmakers in Massachusetts who have taken up the cause of underage… word-of-mouth and viral marketing. Yes, that’s right. A proposed bill in that state would prohibit kids under 16 from participating in “online buzz” marketing campaigns without parental consent. Finally, someone is taking on that great scourge, ad consumption by minors! Not to mention that it’s so broadly written, you could arrest an entire middle school for text messaging each other about American Idol. With any luck, this meddling and unenforceable drivel will die before reaching a vote. Adding to the story’s absurdity, leaders of the Word of Mouth Marketing Association (WOMMA) and Viral + Buzz Marketing Association (VBMA) are weighing in on the issue. It appears there are two organizations dedicated to such activity and looking after the interests of impressionable children. One of them has its own conference, but perhaps they didn’t get the word out enough. Sadly, a misguided law such as this would only obscure a legitimate debate about the many more subtle ways companies are influencing children — and the ways their parents are letting it happen — through a host of media and otherwise.