Tuesday 10 June 2008

Could viral be ruined by new consumer protection laws?

With the Consumer Protection Against Unfair Trading Regulations (CPRs) having come into force on 26 May 2008, many cynics are hailing the death of viral video marketing. The main area that will be affected is guerrilla marketing techniques that involve 'falsely claiming or creating the impression that the trader is not acting for the purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer.' More here from iMedia Connection.
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I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.